Investment in Brand Reinforcement and Credibility in Advertising

recognizing the importance of the advertising in brand reinforcement and brand credibility، the authors conduct the present research for understanding the customers’ emotional responses toward the brand reinforcement and credibility and its effect on the perceived values and behavioral Intentions. Hypotheses were tested on data collected from 467 customers of Mellat Bank in Semnan province in Iran، who were selected using two stage cluster sampling. Correlation and structural equation modeling (SEM) were used to test the hypotheses. The findings provide strong support of the hypotheses showing that the brand reinforcement in advertising has more effect than brand credibility on the emotional responses on customers. The induced emotional responses have positive effect on the perceived values. Moreover، the utilitarian value has more effect than hedonic value on the behavioral intentions of the customers in banking industry. Utilitarian aspects had a stronger impact on customer behavioral intentions than hedonic aspects.