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PurposeIn recent years, increasing competition in communicational network of Iran has led to attracting more attention to marketing and particularly, advertising activities. The aim of this paper is to examine the effect of TV advertising appeals of communication companies (in this study, MTN Irancell Company) on customers' attitude towards their advertising efforts and their brand.Design/methodology/approachThe aim was achieved through an empirical study involving a survey. Of 400 questionnaires sent out, 384 were returned. The dataset from the sample underwent series of statistical analyses, i.e. reliability test, factor analyses (exploratory and confirmatory) and structural equation modelling (SEM).FindingsFactor analyses extracted seven dimensions, i.e. one‐sided appeal, two‐sided appeal, humour appeal, fear appeal, comparative appeal, attitude toward advertising and brand attitude. All related indicators manifested their constructs, respectively. The results show that there is a positive, direct, and significant relationship between: advertising appeals and attitude towards advertising; advertising appeals and brand attitude; and attitude towards advertising and brand attitude.Originality/valueThe paper empirically justified the interrelationship among advertising appeals, attitude toward advertising and brand attitude in an integrated model. Communication companies may find this paper useful as perceptual measures can be empirically substantiated using SEM.

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Purpose – This paper aims to develop a framework for competitive advantage by systematic quantitative methodology based on resource-based view and dynamic capability theory. Strategic agility was used as a dynamic capability. Design/methodology/approach – Data were collected from a survey aimed at manufacturing companies from five manufacturing industry in Semnan, Iran. A total of 102 questionnaires were received from 13 companies using convenience sampling. Fuzzy two-stage data envelopment analysis model (DEA) was used to analyse the data collected. Findings – The results indicate that there is close internal relationship among firm resources, strategic agility and competitive advantage, and their inherent relationship makes constant returns to scale (CRS) scores closer to 1. In most of the companies, the second process which transforms strategic agility to competitive advantage is the main cause for unsatisfactory performance in gaining competitive advantage. Originality/value – The innovation of this paper is in its model and method. There is no research has been ever done on the relationship among firm resources, strategic agility and competitive advantage. Moreover, to obtain a competitive advantage structure, DEA technique was adopted which is a new approach in this area.

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