Portada11

Volume X

January - December 2011

ISSN: 1684-0933

Legal deposit: 2002-3086

Vol. III

2004

Author:

Lizardo Vargas

Article

 

Attitudinal parity among competing brand consumers

 

Abstract

 

The paper argues that advertising messages are not capable of mediating brand choice through its effect on consumers' attitudes towards an advertised product. In stead, it suggests the similarity between overall attitudinal indexes seen in competing brands' consumers, phenomenon that might found its origin in the functional parity observed within fast moving consumer good categories, as well as in the knowledge consumers have of those goods. These markers have implications in the planning and practice of marketing communications.

 

 

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Revista de Comunicación - Facultad de Comunicación - Universidad de Piura