The effect of emotional advertising in a gender role: The case of Coca-Cola in Culiacán-Sinaloa
The soft drink industry has led strong advertising strategies, investing large amounts of money in order to capture the attention of cola soda consumers. The objectives of this study are to identify and demonstrate that emotional advertising increases the intention to buy in fizzy drinks in consumer...
- Autores:
- Tipo de recurso:
- Fecha de publicación:
- 2020
- Institución:
- Universidad Pedagógica y Tecnológica de Colombia
- Repositorio:
- RiUPTC: Repositorio Institucional UPTC
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.uptc.edu.co:001/12476
- Acceso en línea:
- https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9507
https://repositorio.uptc.edu.co/handle/001/12476
- Palabra clave:
- emotional advertising
gender effect
purchase intention
marketing
Publicidad emocional
efecto de género
intención de compra
mercadotecnia
- Rights
- License
- Derechos de autor 2020 Jesús Humberto Lara Félix, Aurora Díaz Martínez, Luis A. Becerra-Perez