¿Cómo percibimos la publicidad?: Antecedentes de la actitud hacia la publicidad e implicaciones en la intención de compra

An empirical analysis of the dimensions that explain how consumers perceive advertising and the consequences of this process is presented. By means of a questionnaire, it was possible to question 220 Portuguese consumers on the advertising of the leading telecommunications brand in Portugal. Data analysis revealed four dimensions as present in the perception of advertising: entertainment, relevance, empathy and repulsion. It was concluded that entertainment and relevance (both positively) and repulsion (negatively) predict the "attitudes on brand publicity" and that the latter partially explains the "purchase intention".