Advertisements influence analysis on consumer attitudes towards non-alcoholic brand soda drinks
DOI:
https://doi.org/10.52428/20758960.v10i31.78Keywords:
Advertising. Attitudes. Brand. Soda market.Abstract
In the present investigation, an analysis was made about the consumers’ attitudes in the city of Sucre towards soft drink brands, and the influence of advertising for this sector. This analysis was carried out by applying the Martin Fisbein attitude measurement model, as well as an experimental model for pre and post measurement with a control group, for which purpose the Gesell Chamber and the Neuromarketing Laboratory were used.
Among the results obtained, it is highlighted that the companies that invest the most in advertising are those that have more favorable attitudes towards the brand; therefore, it is determined that advertising has a positive impact on brand preference and therefore on the generation of favorable attitudes towards the brand.
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