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The Impact of Cognitive-Affective Content on Advertising Messages in Consumer Attitudes and Behavioral Intentions: The Dual Cognitive-Affective Model (DMAC)-Edición Única
(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2015)
La publicidad social en tiempos de COVID-19. Caso: “La fuerza emprendedora” de Lima Airport Partners
(Universidad Peruana de Ciencias Aplicadas (UPC)PE, 2021-12-11)
Este trabajo analiza cómo los pobladores del área de influencia directa del Aeropuerto Internacional Jorge Chávez conectan emocionalmente con la campaña social “La Fuerza Emprendedora” del fanpage “Chalacos A Bordo” de ...
Sentimento e mercadoria: o apelo estético do fofo como recurso publicitário
(Universidade Federal do Rio Grande do NorteBrasilUFRNComunicação Social - Publicidade e PropagandaDepartamento de Comunicação Social, 2022)
La música “chicha” como recurso publicitario para despertar emociones en el consumidor
(Universidad Peruana de Ciencias Aplicadas (UPC)PE, 2022-01-05)
El objetivo de este estudio fue analizar las emociones que despierta la música tropical andina –conocida popularmente como “chicha”– presente en la publicidad de una conocida marca de bebidas en estudiantes universitarios. ...
“Environmental brand attribusetand nature imagery in vegan product advertising”
(Universidad de Chile, 2021)
Environmental issues have been the center of discussion for a long time and the effects of
climate change are becoming increasingly visible around us. On a positive side, people have
started to become more aware of these ...
Alegria e serenidade: a influência das emoções positivas nas avaliações de anúncios
(Universidade Federal de Minas GeraisUFMG, 2014-03-28)
The study of positive emotions, despite the recent literature suggests that positive emotions with different levels of arousal can produce large differences in cognition, judgment, perception and behavior of individuals. ...
Análisis del uso de la nostalgia en el discurso publicitario de marcas peruanas del 2015 al 2019The power of the past : Analysis of the use of nostalgia in advertising narrative of Peruvian brands from 2015 to 2019
(Universidad Peruana de Ciencias Aplicadas (UPC)PE, 2020)
Recordación de la marca Entel a partir de la nostalgia como narrativa publicitaria durante pandemiaEntel’s brand recall based on nostalgia as an advertising narrative during a pandemic
(Universidad Peruana de Ciencias Aplicadas (UPC)PE, 2022)
El efecto de la publicidad disruptiva online en la respuesta emocional y la recordación de marca
(Bogotá, D.C : Fundación Universitaria Konrad Lorenz, 2021Escuela de Posgrados, 2021)
In this research, the effect of online disruptive advertising on emotional response and brand recall was determined. For this, an experimental study between subjects was carried out using a 2x2 factorial design with 96 ...
Humor nas propagandas televisivas: um olhar qualitativo sobre as percepções dos consumidores
(Universidade do Vale do Rio dos Sinos, 2010-07-27)
Advertising plays an important role for society, economy and business market. Its value in marketing is crucial, as the leading tool for public exposure, can change behavior and attitudes, charming and persuading them with ...