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The purpose of this study was to review the role of advertising in competitive advantage and brand popularity of business enterprises in general (Samsung Company in Tehran). To this end, 278 managers at Samsung Company dealerships in Tehran were considered as the statistical sample. To collect data, a 57-item researcher-made questionnaire was used who’s face and content validity criteria were approved by 30 experts. The reliability of the questionnaire was assessed through a preliminary test given to 30 subjects and the obtained figure came to more than 0.7 for all the examined variables, which is an acceptable level. For data analysis, descriptive statistics method in SPSS software, version 24, and the inferential statistics method and the structural equation modeling in the LISREL software, version 8, were used. Findings of the structural equation modeling indicated that advertising had a direct and positive effect on both the competitive advantage and the brand popularity of Samsung Company, in a way that a oneunit increase in advertising raises the competitive advantage and brand popularity of Samsung Company by 0.60 and 0.51 units, respectively.

A Study on the Role of Advertising in Competitive Advantage and Brand Popularity (Case Study: Samsung Company)