Publication: ANÁLISIS DE LA INFLUENCIA DEL ROSTRO PUBLICITARIO EN LAS PREFERENCIAS DE LOS CONSUMIDORES DE TIPO EXPERTO EN CHILE
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Date
2015
Authors
MALDONADO CISTERNAS, JUAN IGNACIO
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Abstract
La presente investigación tiene como objetivo principal determinar la influencia de los distintos factores presentes al momento de la decisión de compra, con respecto a la presencia de un rostro publicitario, para el mercado de las calculadoras electrónicas en Chile.Adicionalmente, se busca determinar si los otros factores, como la experticia y la visión de la marca presentan una influencia al momento evaluar la actitud frente al afiche publicitario. Para lo anterior se desarrolló un experimento, el cual mide en tres grupos, definidos por los tres rostros publicitarios, las variables de envolvimiento del mercado, características del rostro, y la visión frente a la marca a través de un modelo univariante.
This research has as main objective to determine the influence of different factors present at the moment of the buy decision with respect to the resource of a Celebrity endorsement for the market for electronic calculators in Chile.Additionally, it seeks to determine if other factors such as the expertise and brand attitude have an influence at to moment of compare with the attitude toward the advertising poster.For the above experiment, which measures in three groups, defined by the celebrity rosters, the involvement of market variables, Celebrity features, and the brand attitude through a univariate model was developed.
This research has as main objective to determine the influence of different factors present at the moment of the buy decision with respect to the resource of a Celebrity endorsement for the market for electronic calculators in Chile.Additionally, it seeks to determine if other factors such as the expertise and brand attitude have an influence at to moment of compare with the attitude toward the advertising poster.For the above experiment, which measures in three groups, defined by the celebrity rosters, the involvement of market variables, Celebrity features, and the brand attitude through a univariate model was developed.
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Keywords
ACTITUD FRENTE A LA MARCA , ACTITUD FRENTE A LA PUBLICIDAD , ANALISIS CLUSTER , ENVOLVIMIENTO DE MERCADO , MODELO UNIVARIANTE , ROSTRO PUBLICITARIO