The Impact of Visual Aspects of Outdoor Advertising on Consumer Brand Awareness, Brand Preference and Brand Loyalty (Case Study: Palladium Mall)

Outdoor advertising is one of the newest and the most important growing approaches to promote a brand in today's urban environmental graphics. Regarding the effectiveness of outdoor advertising compared to other types of advertising, it can play an important role in improving brand awareness and brand preference in the audiences and customer's minds and ultimately in brand loyalty. Based on data collection, the present study is considered as descriptive. Before collecting the data through questionnaire, and so as to check the validity and reliability of the study, a pre-test was taken. Moreover, to assess the validity of the study, the diagnostic validity (DV) using an average variance extracted (AVE) was first calculated and the composite reliability (CR) was then applied to determine the reliability the researchers reviewed the research literature, then, statistical sample of The population of this research is composed of customers and clients of Palladium Mall in Tehran that were exposed to environmental advertising of this Mall were selected and the research hypotheses were tested using structural equations and regressions. The results showed that the visual aspects of outdoor advertising, including brand, logo, typography, color and outdoor advertising slogans have significant positive effect on brand awareness and brand preference. Also, commercial complex brand awareness and brand preferences have a significant effect on brand loyalty.