نوع مقاله : مقاله پژوهشی (کاربردی)
نویسندگان
1 دانشجوی دکتری، گروه مدیریت و کارآفرینی، دانشکده اقتصاد و کارافرینی، دانشگاه رازی، کرمانشاه، ایران.
2 دانشیار، گروه مدیریت و کارآفرینی، دانشکده اقتصاد و کارافرینی، دانشگاه رازی، کرمانشاه، ایران.
3 دانشیار، گروه کارآفرینی سازمانی، دانشکده کارافرینی، دانشگاه تهران، تهران، ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Abstract
Improving SMEs' performance is one of society's most important issues.Marketing and advertising,( one of the most tangible actions for marketing), take a significant role in this field. Also, creativity in advertising could increase the efficacy of advertising. So, this research has aimed to "examine the impact of creative advertising on the performance of small and medium-sized businesses in the sohan industry of Qom province with the mediator factor of brand image. The statistical society of research is the customers of Food Industries Qom province. sampling was done by two-stage cluster method . The means of data accumulation is the questionnaire; in total, 386questionnaires were completed. Structural equations are used in order to conduct data analysis. Results acquired from Path analysis showed that creative advertising has a positive influence on the brand image and attitude toward advertising, and brand image and attitude toward advertising has a meaningfully positive influence on the performance of the business (satisfaction and loyalty of customer
کلیدواژه‌ها [English]
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