The effect of emotional advertising in a gender role: The case of Coca-Cola in Culiacán-Sinaloa

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...

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Bibliographic Details
Main Authors: Lara Félix, Jesús Humberto, Díaz Martínez, Aurora, Becerra-Perez, Luis A.
Format: Online
Language:spa
Published: Unidad Editorial UPTC 2020
Subjects:
emotional advertising
gender effect
purchase intention
marketing
Publicidad emocional
efecto de género
intención de compra
mercadotecnia
Online Access:https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9507

Internet

https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9507