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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".

revista mediterránea de comunicación/revista mediterránea de comunicación

Como percecionamos a publicidade? Antecedentes da atitude face à publicidade e implicações na intenção de compra/¿Cómo percibimos la publicidad? Antecedentes de la actitud hacia la publicidad e implicaciones en la intención de compra