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Análisis del impacto de la publicidad oposicional en un producto alimenticio funcional

Abstract:

The purpose of this article was to investigate the effectiveness of oppositional advertising in a functional food product, using a statistical model to show how oppositional advertising is fixed in the memory and influences the purchase intention of consumers. The methodology applied is experimental, with a mixed qualitative and quantitative approach, through online surveys and then selecting a statistical model to test the research objective.

Año de publicación:

2022

Keywords:

    Fuente:

    googlegoogle

    Tipo de documento:

    Other

    Estado:

    Acceso abierto

    Áreas de conocimiento:

    • Marketing
    • Publicidad

    Áreas temáticas de Dewey:

    • Publicidad y relaciones públicas

    Contribuidores:

    William Stalin Aguilar GalvezWilliam Stalin Aguilar Galvez