The effect of point of purchase advertising on the consumer purchase intentions by mediating of brand equity

Document Type : Original Article

Authors

1 Master of Management, Farabi Campus, University of Tehran

2 Assistant Professor, Farabi Campus, University of Tehran

3 Professor at College of Farabi, University of Tehran

Abstract

  Objective: Point of Purchas advertising is an effective trigger on the buying consumer behavior in the store. Point of purchase (POP) is an opportunity for engaging customer and creating communication with them. From customer perspective, at the POP there are several products from different producers, therefor brand equity plus POP Ads can determine significant effect on intention of purchase. The aim of this study is to investigate the effect of point of purchase advertising on the consumer purchase intentions by moderating of brand equity.
Metodology: The population is the customers of Ofogh Koorosh Chain store in Arak. The sampling method is convenience sampling and sample size is 206 customers. The research strategy is Survey and questionnaire was used to collect data.
Finding: To analyze data and test hypotheses SmartPLS3.2 and SPSS19 was used.
Conclution: The results show that POP Ads has a significant and positive effect on purchase intention and brand equity mediate the relationship between POP Ads and Purchase intention. It implies that the company with high brand equity use POP Ads to increase the purchase intention of customers.
 
 

Keywords

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