Análisis del impacto de la publicidad oposicional en un producto alimenticio funcional

Víctor Mideros Noblecilla; Ronald Jaramillo Maldonado; Stalin Aguilar Galvez; Lorenzo Bonisoli

doi:10.36779/mktdescubre.v1i19.683

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

Víctor Mideros Noblecilla Universidad Técnica de Machala - Ecuador http://orcid.org/0000-0003-1009-9588
Ronald Jaramillo Maldonado Universidad Técnica de Machala - Ecuador http://orcid.org/0000-0002-7912-7674
Stalin Aguilar Galvez Universidad Técnica de Machala - Ecuador http://orcid.org/0000-0002-3844-469X
Lorenzo Bonisoli Universidad Técnica de Machala - Ecuador http://orcid.org/0000-0003-3336-5658

DOI: http://dx.doi.org/10.36779/mktdescubre.v1i19.683

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: 03 mar. 2025. doi: http://dx.doi.org/10.36779/mktdescubre.v1i19.683.

Citation Formats

Issue

Vol 1 No 19 (2022): Nineteenth Edition (January - June)

Section

Marketing Management

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