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...
| Main Authors: | , , |
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| Format: | Online |
| Language: | spa |
| Published: |
Unidad Editorial UPTC
2020
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| Subjects: | |
| Online Access: | https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9507 |
| _version_ | 1801706725833703424 |
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| author | Lara Félix, Jesús Humberto Díaz Martínez, Aurora Becerra-Perez, Luis A. |
| author_facet | Lara Félix, Jesús Humberto Díaz Martínez, Aurora Becerra-Perez, Luis A. |
| author_sort | Lara Félix, Jesús Humberto |
| collection | OJS |
| description | 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 consumers being the gender a unique factor in the level of liking. It was investigated in similar studies where the role of gender is a differentiating factor in the perception and changes in attitudes towards such advertising. For this study, Coca-Cola and a representative sample of 120 young people were analyzed to decode the effect of their advertising and analyze whether the ads promote the purchase action. As a research technique an experimental, transversal and descriptive methodology was used taking the sample for convenience in a random manner, in a faculty room it was conditioned comfortably and that nothing could affect the responses of the participants in the questionnaire that they answered, was divided into two parts,pres-test and post-test,in both parts they were questioned about their intention to buy fizzy drinks (Coca-Cola).
Keywords: emotional advertising, gender effect, purchase intention, marketing.
JEL Codes: M30, M31, M39
Received: 24/05/2019. Accepted: 28/04/2020. Published: 24/05/2020 |
| format | Online |
| id | oai:oai.revistas.uptc.edu.co:article-9507 |
| institution | Revista Inquietud Empresarial |
| language | spa |
| publishDate | 2020 |
| publisher | Unidad Editorial UPTC |
| record_format | ojs |
| spelling | oai:oai.revistas.uptc.edu.co:article-95072024-04-24T20:33:31Z The effect of emotional advertising in a gender role: The case of Coca-Cola in Culiacán-Sinaloa Efecto de la publicidad emocional en el rol de género: El caso de Coca-Cola en Culiacán-Sinaloa Lara Félix, Jesús Humberto Díaz Martínez, Aurora Becerra-Perez, Luis A. emotional advertising gender effect purchase intention marketing Publicidad emocional efecto de género intención de compra mercadotecnia 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 consumers being the gender a unique factor in the level of liking. It was investigated in similar studies where the role of gender is a differentiating factor in the perception and changes in attitudes towards such advertising. For this study, Coca-Cola and a representative sample of 120 young people were analyzed to decode the effect of their advertising and analyze whether the ads promote the purchase action. As a research technique an experimental, transversal and descriptive methodology was used taking the sample for convenience in a random manner, in a faculty room it was conditioned comfortably and that nothing could affect the responses of the participants in the questionnaire that they answered, was divided into two parts,pres-test and post-test,in both parts they were questioned about their intention to buy fizzy drinks (Coca-Cola). Keywords: emotional advertising, gender effect, purchase intention, marketing. JEL Codes: M30, M31, M39 Received: 24/05/2019. Accepted: 28/04/2020. Published: 24/05/2020 La industria de bebidas gaseosas ha dirigido fuertes estrategias publicitarias, invirtiendo grandes cantidades de dinero con la finalidad de captar la atención de los consumidores de refresco de cola. Los objetivos de este estudio son identificar y demostrar que la publicidad emocional incrementa la intención de compra en las bebidas gaseosas en los consumidores siendo el género un factor singular en el nivel de agrado. Se indagó en estudios similares donde el rol de género es un factor diferenciador en la percepción y cambios de actitud ante dicha publicidad. Para el presente estudio se tomó como objeto de análisis a la empresa Coca-Cola y una muestra representativa de 120 jóvenes, para decodificar el efecto de su publicidad y analizar si los anuncios promueven la acción de compra. Como técnica de investigación se usó una metodología experimental, transversal y descriptiva tomando la muestra por conveniencia de manera aleatoria, en una sala de la facultad se acondicionó de manera cómoda y que nada pudiera afectar las respuestas de los participantes en el cuestionario que respondieron, se dividió en dos partes, pres-test y pos-test, en ambos partes se les cuestionó sobre su intención de compra de bebidas gaseosas (Coca-Cola). Palabras clave: publicidad emocional, efecto de género, intención de compra, mercadotecnia. Códigos JEL: M30, M31, M39 Recibido: 24/05/2019. Aceptado: 28/04/2020. Publicado: 24/05/2020 Unidad Editorial UPTC 2020-05-22 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9507 10.19053/01211048.9507 Inquietud Empresarial; Vol. 19 No. 2 (2019): Inquietud Empresarial 19 (2) July-December 2019; 53-66 Inquietud Empresarial; Vol. 19 Núm. 2 (2019): Inquietud Empresarial 19 (2) Julio-Diciembre 2019; 53-66 0121-1048 spa https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9507/9304 Derechos de autor 2020 Jesús Humberto Lara Félix, Aurora Díaz Martínez, Luis A. Becerra-Perez http://creativecommons.org/licenses/by-nc/4.0 |
| spellingShingle | emotional advertising gender effect purchase intention marketing Publicidad emocional efecto de género intención de compra mercadotecnia Lara Félix, Jesús Humberto Díaz Martínez, Aurora Becerra-Perez, Luis A. The effect of emotional advertising in a gender role: The case of Coca-Cola in Culiacán-Sinaloa |
| title | The effect of emotional advertising in a gender role: The case of Coca-Cola in Culiacán-Sinaloa |
| title_alt | Efecto de la publicidad emocional en el rol de género: El caso de Coca-Cola en Culiacán-Sinaloa |
| title_full | The effect of emotional advertising in a gender role: The case of Coca-Cola in Culiacán-Sinaloa |
| title_fullStr | The effect of emotional advertising in a gender role: The case of Coca-Cola in Culiacán-Sinaloa |
| title_full_unstemmed | The effect of emotional advertising in a gender role: The case of Coca-Cola in Culiacán-Sinaloa |
| title_short | The effect of emotional advertising in a gender role: The case of Coca-Cola in Culiacán-Sinaloa |
| title_sort | effect of emotional advertising in a gender role the case of coca cola in culiacan sinaloa |
| topic | emotional advertising gender effect purchase intention marketing Publicidad emocional efecto de género intención de compra mercadotecnia |
| topic_facet | emotional advertising gender effect purchase intention marketing Publicidad emocional efecto de género intención de compra mercadotecnia |
| url | https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9507 |
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