An Examination of the Effect of Advertising and Trade Name of Bank Melli Iran on Customer Attitude: A Case Study of Bank Melli Iran- Kohgiluyeh and Boyer-Ahmad Province

Abstract

The present study is aimed at examining the effects of advertising and trade name of Bank Melli Iran- Kohgiluyeh and Boyer-Ahmad Province on customer attitudes. The research hypotheses test the effect of two variables, namely advertising and trade name, on customers’ attitudes. Furthermore, the research method is of a descriptive-correlation type and statistical population is composed of all the customers of Bank Melli Iran in Kohgiluyeh and Boyer-Ahmad Province. Also, the research statistical sample, which is selected using multi-stage cluster sampling, consists of a total of 175 customers from 10 branches of Bank Melli Iran- Kohgiluyeh and Boyer-Ahmad Province. The research instrument is a questionnaire encompassing 62 questions which tests customer attitude (6 Qs), advertising (16 Qs), and trade name (30 Qs). Moreover, to determine reliability of the research instrument the use is made of Alpha Cronbach’s in SPSS 17. It should also be noted that to test hypotheses the use is made of linear regression. According to the research findings, advertising and trade name have a positive and significant effect on customer attitude. Also, of advertising and trade name elements, magazine and perceived value, respectively, have the highest significant effect on customer attitude.

DOI: 10.5901/mjss.2016.v7n4S1p34