Abstract
The study applies key concepts of Commercial Advertising, Television Broadcasting, and Theory of Consumer Behavior of Kotler (2009). The research employed both qualitative and quantitative methods. The qualitative phase involved expert discussions to refine and adjust measurement scales and research models to ensure contextual relevance. The quantitative phase was conducted through a survey of 720 respondents, including individual and corporate customers, yielding 698 valid responses. Analytical techniques such as Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) were performed using SPSS 26 and AMOS 24. The results indicate that Audience Characteristics (KG) and Legal and Policy Factors (CS) exert significant positive effects on Commercial Advertising on Television (QC), whereas Television Station Brand (TH) is comparatively weaker. This suggests that the effectiveness of television advertising depends primarily on audiences’ knowledge and emotional experience rather than merely on the frequency or duration of the adverising message.
Keywords: Advertising activities, commercial advertising, brand, television station, Vietnam.
JEL classification: M37, C51, C81, J38
DOI: 10.63767/TCKT.36.2026.157.170
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
