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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Autors principals:	Lara Félix, Jesús Humberto, Díaz Martínez, Aurora, Becerra-Perez, Luis A.
Format:	Online
Idioma:	spa
Publicat:	Unidad Editorial UPTC 2020
Matèries:	emotional advertising gender effect purchase intention marketing Publicidad emocional efecto de género intención de compra mercadotecnia
Accés en línia:	https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9507