The Effects of Advertisement and Brand Beliefs Towards Brand Attitude: The Case of the Mobile Phone Industry
Today, telecommunication plays an important role in our daily activity. Mobile phone as one component in the telecommunication industry also plays its role to connect people in this global edge. Thus, it is not surprising when many telecommunication providers advertise their services using telev...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English English |
| Published: |
2001
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/9267/1/GSM_2001_2_.pdf |
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| Summary: | Today, telecommunication plays an important role in our daily activity.
Mobile phone as one component in the telecommunication industry also
plays its role to connect people in this global edge. Thus, it is not surprising
when many telecommunication providers advertise their services using
television, radio or other communication tools in order to attract their
potential customers. The question arises in our mind on to what extent does
the ads achieve their objective, which is to pursue people to subscribe to their
services.
The purpose of the study was to investigate the effects of attitude toward the
ad and brand beliefs toward the attitude to the brand. Previous studies found
that when a person holds a positive attitude toward an ad for a particular
brand and hold a positive brand belief, this person will hold a favorable
attitude toward the brand. This study tries to apply this model in local perspectives, among the younger generations. The study uses four mobile
phone network brands from six brands available currently. These brands are
Celcom, Maxis, lMTouch and DiGi
nus study uses Faculty of Economics and Management's students as
respondents. These students were assembled in one classroom and they were
asked to see the selected advertisements before they were allowed to answer
the questionnaire attached to them.
The findings from the study showed that the respondents are having a
favorable attitude toward the ads advertised by mobile phone network
operators and positive belief toward these brands, where it lead to a positive
attitude toward the brand or brand attitude. A regression analysis shows that
these three variables are having a Significant relationship for all four brands
in study as proposed by the previous model. However, to get a better
understanding for this study, further study can be done focusing on these
three variables but in more control situation, such as using a similar
advertisement concept. |
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