Analysis of the impact of oppositional advertising on a functional food product

Abstract

The purpose of this article was to investigate the effectiveness of oppositional advertising in a functional food product, using a statistical model to show how oppositional advertising is fixed in the memory and influences the purchase intention of consumers. The methodology applied is experimental, with a mixed qualitative and quantitative approach, through online surveys and then selecting a statistical model to test the research objective.

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Published
Jun 10, 2022
How to Cite
MIDEROS NOBLECILLA, Víctor et al. Analysis of the impact of oppositional advertising on a functional food product. mktDESCUBRE, [S.l.], v. 1, n. 19, p. 70 - 79, june 2022. ISSN 2602-8522. Available at: <http://revistas.espoch.edu.ec/index.php/mktdescubre/article/view/683>. Date accessed: 29 mar. 2024. doi: http://dx.doi.org/10.36779/mktdescubre.v1i19.683.