Como percecionamos a publicidade? Antecedentes da atitude face à publicidade e implicações na intenção de compra/¿Cómo percibimos la publicidad? Antecedentes de la actitud hacia la publicidad e implicaciones en la intención de compra

Paulo-José Ribeiro-Cardoso, Luís-Henrique Vieira, Manuel-José Serra-da-Fonseca

Resumen

Este estudo faz uma análise empírica das dimensões que explicam o modo como os consumidores percecionam a publicidade e as consequências desse processo. Através da administração de um questionário foi possível inquirir 220 indivíduos portugueses sobre a publicidade da marca líder de telecomunicações em Portugal. A análise de dados permitiu identificar quatro dimensões que estão presentes na perceção da publicidade: entretenimento, relevância, empatia e repulsa. Concluiu-se que o entretenimento e a relevância (positivamente) e a repulsa (negativamente), permitem predizer a “atitude face à publicidade da marca” e que esta última explica, parcialmente, a “intenção de compra”. 

Con el presente trabajo pretendemos realizar un análisis empírico de las dimensiones que explican el modo en que los consumidores perciben la publicidad y las consecuencias de este proceso. Mediante la administración de un cuestionario fue posible obtener las respuestas de 220 individuos portugueses sobre la publicidad de la marca líder de telecomunicaciones en Portugal. El análisis de datos permitió identificar cuatro dimensiones que están presentes en la percepción de la publicidad: entretenimiento, relevancia, empatía y rechazo. Concluimos que el entretenimiento y la relevancia (positivamente) y el rechazo (negativamente), permiten predecir la "actitud frente a la publicidad de la marca" y que esta última explica parcialmente la "intención de compra".

 


Palabras clave

Actitud frente a la publicidad; intención de compra; consumidores; mensaje publicitario

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DOI: https://doi.org/10.14198/MEDCOM2019.10.1.14





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