African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4164

Full Length Research Paper

Intangible advertising and its effect on consumer choice

Kambiz Heidarzadeh Hanzaee1, Mehdi Behboudi2*, Ateneh Qodsi Khah3, Mitra Monsefi3 and Ali Maneshi3
1Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran. 2Department of Business Administration, School of Management and Accountancy,Islamic Azad University, Qazvin Branch, Qazvin, Iran. 3Management and Productivity Research Center (MPRC), School of Management and Accountancy, Islamic Azad University, Qazvin Branch, Qazvin, Iran.  
Email: [email protected]

  •  Accepted: 20 July 2011
  •  Published: 30 September 2011


This study examines a new concept, “intangible advertising,” in advertising theory. Unresolved questions on advertising effectiveness and obstacles such as, TV’s high costs make it important to study various factors defining and affecting intangible advertising. Accordingly, this study builds a comprehensive theoretical model explaining the effect of intangible advertising of brand on consumer choice. We examined four exogenous latent variables (advertisement type, product involvement, media and demographics) and one endogenous latent variable (intangible advertising of brand). We found that the exogenous variables successfully explain intangible advertising of brand and all of them collectively affect advertising effectiveness. Then we examined an empirical study on the impact of intangible advertising of brand on consumer choice. The results are reported.


Key words: Intangible advertising, brand, advertising effectiveness, scanning electron microscope (SEM).