the relationship between Media advertising and the emotional response of the insurance products customers

Document Type : Research Paper

Authors

1 MSc ,Department of Business Management , Department of Management and Accounting , Islamic Azad University Qazvin Branch , Qazvin, Iran

2 MSc , Department of mining Engineering , Department of mining faculty , Tarbiat Modares University ، Tehran ،iran

3 Ph.D. Student , Sport Management, Department of Management and Accounting , Shahrood University of Technology, Semnan, Iran

4 Assistant Prof , Department of Management and Accounting , Islamic Azad University Qazvin Branch , Qazvin, Iran

Abstract

Abstract
The purpose of this study was to investigate the relationship between media advertising on customers' emotional responses to the sale of insurance products in Qazvin province (Case Study: Mellat Insurance Company). The statistical population of this study consists of insurers and insurers of the Mellat Insurance Company (branches of Qazvin province), which consisted of 385 people. A sample of 193 people was selected by random sampling method according to Cochran formula. The current research is based on the purpose of the research, applied and, as far as the method of data collection is descriptive, correlation type. In this research, a special questionnaire on advertising and mixed with Daniel Garman's emotional responses questionnaire was used to collect data and to confirm the validity of the questionnaire from the experts' opinions, and to assess the reliability and reliability of the Cronbach's alpha (0/917), it was shown that the questionnaire was high. In this research, the results of the study indicate that between the dimensions of media advertising "related news in advertising, promotion of advertising, entertainment in advertising, sympathy in advertising, familiarity with advertising, confusion in advertising and the amount of sales of advertised products" There is a positive and significant relationship with the emotional responses to the sale of insurance products.

Keywords

References

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Consumer Behavior Studies Journal
Volume 5, Issue 2
December 2018
Pages 111-134

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