Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

The Impact of Environmental Advertising on Consumer Ethnicity, Brand Awareness and Brand Reputation in Entrepreneurial Companies; The moderating role of perceived value and consumer citizenship behavior

Authors
seyed abbas ebrahimi 1
Iman Zafarnejadian 2
Meysam Modaressi 3
1 semnan university
2 Master student in Semnan University
3 Assistant Professor Faculty of Economics, Management and Administrative Sciences
10.52547/JABM.3.2.16889
Abstract
This research aims to investigate the impact of Environmental Advertising on Consumer Ethnicity, Brand Awareness and Brand Reputation in Entrepreneurial companies; the moderating role of perceived Value and Consumer Behavior. The statistical population of the current research includes managers and sales experts of entrepreneurial companies in the men's and women's clothing industry in Semnan province. Based on Morgan's table, 384 of them were selected as a sample. The measurement tool in this research included six questionnaires. For data analysis, descriptive statistics methods and at the level of inferential statistics, the Kolmogorov Smirnov test, and appropriate statistical methods such as PLS method and structural equations were used for data analysis. The results confirms of all research hypotheses, the relationship between Environmental Advertising and Brand Awareness with regard to the mediating role of Consumer Ethnicity, the relationship between Environmental Advertising and Brand Reputation with regard to the mediating role of consumer Ethnicity, the relationship between Environmental Advertising and Consumer Ethnicity; with regard to the moderating role of Value Perceived, the relationship between Consumer Ethnicity and Brand Awareness with regard to the moderating role of Consumer Behavior, the relationship between Consumer Ethnicity and Brand Reputation with regard to the moderating role of Consumer Behavior, as well as the relationship between Environmental Advertising and Consumer Ethnicity, the relationship between Environmental Advertising and Brand Awareness, the relationship between Environmental Advertising and Brand Reputation, the relationship between Consumer Ethnicity and Brand Awareness and the relationship between Consumer Ethnicity and Brand Reputation in the research model.
Keywords
Perceived value
brand reputation
brand awareness
environmental advertising
consumer behavior
Consumer ethnicity
Subjects
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Journal of Advertising and Sales Management
Volume 4, Issue 1 - Serial Number 10
Spring 2023
Pages 263-279