IMPACT OF TELEVISION COMMUNICATION ON CONSUMER BEHAVIORAL INTENTIONS: AN EMPIRICAL STUDY OF THE BEER MARKET
DOI:
https://doi.org/10.56238/arev7n11-335Keywords:
Communication, Advertising, Television, Assessment, BeerAbstract
Evaluating the effectiveness of advertising is a difficult and expensive task. It is necessary to evaluate the results achieved by it. However, the amount of basic research on the effectiveness of advertising is negligible. Therefore, this project sought to evaluate the impact of television communication on the image and attitudes of beer consumers in Brazil. The proposed methodology was divided into three stages, the first of a qualitative nature, the second of a quantitative nature and the third and last phase also of a quantitative nature. A scale was developed to measure communication assessments according to the ARM model, image and behavioral intentions of beer consumers. The results demonstrate the relationship between the elements of the central route and the peripheral route with the evaluation of the commercial, as well as with the company's image and, later, the relationship between the company's image and the purchase intention and word of mouth communication. In conclusion, the theoretical and managerial implications are presented, as well as the inherent limitations of the study, in addition to recommendations for further research.
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