Fatemeh Yavari Gohar; Fereshteh Mansourimoayyed
Abstract
Today, advertising as one of the marketing strategies has a tremendous impact on consumer behavior and their choices. Thus, it has played an important role and a prominent position in promoting successful sales of the products in any organization. Therefore, in their research, researchers try to make ...
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Today, advertising as one of the marketing strategies has a tremendous impact on consumer behavior and their choices. Thus, it has played an important role and a prominent position in promoting successful sales of the products in any organization. Therefore, in their research, researchers try to make it possible for organizations to benefit from this strategy. After COVID-19 pandemic, man has been forced to innovate and change its work and life. This is an applied research to investigate the role of advertising on customer behavioral intentions to comeback using restaurants in post-corona era. A sample of 390 potential customers of restaurants in Tehran was selected by the convenience non-probability sampling method. Having collected data, research hypotheses were analyzed by the LISREL; Structural equation modeling and confirmatory factor analysis were used to analyze them. The result of the research showed that all relations were confirmed. But sympathy and familiarity were the only variables which do not influence on this model.
