Creative advertising and business performance: An investigation of small and medium-sized enterprise in the traditional Iranian food industry

Seyyedamiri, Nader; Karimi, Afsaneh; Khosravi, Salimeh Sadat; Ghamkhar, Sareh

doi:10.1080/15378020.2020.1848261

Cited by 4 publications

(8 citation statements)

References 40 publications

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“…Improved company's standing and validity are regularly converted into an expanded portion of the overall industry, increasing the company's value. In the study conducted by Seyyedamiri et al (2020), it has been confirmed that brand image has a significant positive effect on customer satisfaction and loyalty.…”

Section: Brand Imagementioning

confidence: 87%

“…According to Seyyedamiri et al (2020), who cited Keller (1993), brand image is about the consumer perception of a brand reflected by brand associations in a customer's mind. It is an integral part of a brand that enables customers to differentiate brands from competitors.…”

Section: Brand Imagementioning

confidence: 99%

“…One of the customer's preferences in choosing a product is the validity of a brand (Seyyedamiri et al, 2020). There is a positive relationship between the company's performance and its credibility.…”

Section: Brand Imagementioning

confidence: 99%

“…One of the many factors contributing to the complexity of customer loyalty is the interaction between different variables such as advertising which is implemented in a variety of ways, including word-of-mouth, customer satisfaction & dissatisfaction, number of customers who decided to leave the system as well as the number of the newly subscribed, etc. (Seyyedamiri et al, 2020). Kusumasondjaja (2019) mentioned that visual aesthetics are the pictorial attractiveness that conveys "a clear and unique image or pleasing appearance of an image or object."…”

Section: Brand Loyaltymentioning

confidence: 99%

“…The importance of creativity ineffective advertising has received considerable scholarly attention and is now a widely recognized subject. Using creativity in advertising positively influences several advertising variables such as attitude toward advertising, brand attitude, and purchase intention (Rothenberg & Hausman, 1997, as cited in Seyyedamiri et al, 2020). Since there is a positive effect of creative advertising on consumer responses wherein novelty, meaningfulness, and connectedness have been found to develop perceptions of creativity and increase recall and liking to the customers (Ang, Lee, Leong, (2007) cited in West, Koslow, Kilgour, (2019)).…”

Section: Advertisingmentioning

confidence: 99%

See 4 more Smart Citations

A Study on Utilizing Social Media Advertising through “Instagram Aesthetics” to Drive Purchase Intention

Alcaraz

Balmori

Ricalde

et al. 2022

JBMS

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Due to various factors, the number of start-up firms is constantly increasing. Social media is vital for promoting businesses, especially in this age. It helps companies to improve communication efficiency, foster creativity, and provide helpful information, among other things. Social media advertising is known for its low costs; hence it enables start-ups to launch various promotions that increase purchase intent. This study aims to know if several advertising factors, including uniqueness, clarity, and interactivity, influence a customer’s purchase intention and understand a significant relationship between these. Thus, a survey will be used through Google Forms to gather data. Indeed, online businesses continuously grow, especially as this becomes the source of income for some, unleashes one's passion towards businesses, provides more accessibility and convenience, and many more reasons, particularly during the pandemic. Using creative materials in digital marketing would help enterprises raise their brand awareness, increase overall sales, and expand businesses. Instagram Aesthetics significantly affects the purchase intention of consumers. The uniqueness of these outputs is the most important since it portrays not just originality but be able to gain a competitive advantage in the market, which reflects the operation of the business. However, it is also essential to have interactivity and clarity. The study would be important mainly for business owners, specifically those who operate solely on Instagram, to understand how creativity in advertising would help them market their business online. Moreover, this would be a powerful aid in attracting their target market and potential customers through their artistic visuals.

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Section: Brand Imagementioning

confidence: 87%

Section: Brand Imagementioning

confidence: 99%

Section: Brand Imagementioning

confidence: 99%

Section: Brand Loyaltymentioning

confidence: 99%

Section: Advertisingmentioning

confidence: 99%

See 3 more Smart Citations

A Study on Utilizing Social Media Advertising through “Instagram Aesthetics” to Drive Purchase Intention

Alcaraz

Balmori

Ricalde

et al. 2022

JBMS

View full text Add to dashboard Cite

show abstract

Evaluating the Reliability and Validity of Practitioners and Consumers’ Advertising Creativity Assessments

Mazerant,

Willemsen,

Neijens

et al. 2024

Journal of Current Issues & Research in Advertising

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Customer-Defined Market Orientation, Brand Image and Customer Satisfaction: A Mediation Approach

Khan

Kumar

et al. 2022

SAGE Open

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Over the past two decades, marketing literature has classified market orientation’s nature, antecedents, and consequences as intra-organizational phenomena. Most studies focus on market orientation at the organizational level, concentrating on managers’ views of their companies. Another school of thought contends that customer perception of company offerings is critical. This research provides empirical data on the effect of a customer-defined market orientation on consumer satisfaction, with brand image functioning as a mediator. The study focused on South Asian ethnic restaurants in Malaysia. Data was collected from 301 respondents and analyzed using the PLS-SEM technique. Results reveal that customer-defined market orientation has a positive impact on consumer satisfaction. Furthermore, brand image mediated the link between customer-defined market orientation and customer satisfaction to a lesser extent. Finally, researchers addressed managerial implications, limitations, and future directions.

show abstract

Creative advertising and business performance: An investigation of small and medium-sized enterprise in the traditional Iranian food industry

Cited by 4 publications

References 40 publications

A Study on Utilizing Social Media Advertising through “Instagram Aesthetics” to Drive Purchase Intention

A Study on Utilizing Social Media Advertising through “Instagram Aesthetics” to Drive Purchase Intention

Evaluating the Reliability and Validity of Practitioners and Consumers’ Advertising Creativity Assessments

Customer-Defined Market Orientation, Brand Image and Customer Satisfaction: A Mediation Approach

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