Karafan Journal

Karafan Journal

The impact of creative advertising on the business performance of small and medium-sized enterprise in the food industry (with the mediating role of attitude toward advertising and brand image) (Case study: Sohan industry)

Document Type : Original Article

Authors
Salimeh Khosravi 1
nader naderi 2
Nader seyyed Amiri 3
1 PhD student, Razi University, kermanshah, Iran
2 Razi University
3 Associate Professor, Department of Corporate Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
10.48301/kssa.2023.340729.2092
Abstract
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
Keywords
Keywords: creative advertising
business performance
attitude toward advertising
brand image
small and medium-sized enterprise (SME)
customer satisfaction
customer loyalty
Subjects
Karafan Journal
Volume 22, Special Issue
Humanities
Autumn 2025

  • Receive Date 25 June 2022
  • Revise Date 14 November 2022
  • Accept Date 03 January 2023