Evaluate the effectiveness of advertising on customers' willingness to buy (Case study: Goldiran products customers)

This research had been done to evaluate the effectiveness of advertising on customers' willingness to buy. The aim of this research was applied and the method of data collection was descriptive and causal-effect. The statistical population of this research was customers of Goldiran products in Tehran who visited the company's representatives to buy. The sample size with the help of Cochran formula was 384 people and sampling method was random, stratified based on geographic area was calculated. Data gathering tool included two questionnaires by Jafari (1393) to measure advertising effectiveness and customers' willingness to buy and questionnaire by Boyle et al., (2013) to measure brand image and brand equity. The validity of these two questionnaires were confirmed by content and construct validity. As well as, reliability of 4 variables were obtained higher than 7/0 with the help of Cronbach's alpha coefficient. Data from distributing questionnaires were analyzed using LISREL software. For this purpose, using confirmatory factor analysis test, accuracy of measurement variables was confirmed. Then, it turned out through track analysis test that although brand equity was effective on the willingness of customers to buy, however it could not be reached through company's advertising. Also, although advertising caused brand image; however, the image had little effect on customers' willingness to buy company's products.