Perception of the Discourse of Advertising Logos by Consumers of Mass Products: Case of Soft Drinks in Congo-Brazzaville

Moyo Nzololo

doi:10.34257/gjmbrevol20is5pg19

Abstract

Anchored in a perspective of relationship marketing, this article analyzes the perception of the discourse of advertising logos by consumers of soft drinks. Through a study carried out on 297 students, the article highlighted the fact that perception varies separately by level of education, gender, age, or a combination of both gender and level of education.

Highlights

Year 2020 this article analyzes the perception of the discourse of the sender, there is the presence of noise, expressed by advertising logos by consumers of soft drinks
This article is to be considered in the context of relational marketing or relationship marketing that stipulates: “A consumer is no longer a sole receiver, he becomes an active transmitter of information related to organizations he is in relationship with (Gavard-Perret, 2000)
Legend in brown: Male d) Discussion The results and discussions are presented according to four headings or axes: e) Perception on the advertising logo To test students ‘perceptions of the logo advertising discourse, we have looked at hypotheses

Summary

Introduction abiding by these imperatives is not sufficient enough to

This article is to be considered in the context of relational marketing or relationship marketing that stipulates: “A consumer is no longer a sole receiver, he becomes an active transmitter of information related to organizations he is in relationship with (Gavard-Perret, 2000). How could we make it possible for the consumer to better perceive the significance of the discourse proposed by the logo on the product? There are the six following secondary questions: and reinforcing relationship with the client” As it is said Q1.1: Does the contents of a logo representing a soft by Bergadaà (2000), “What is at stake today is to define drink always meet expectations?. This consumer makes inquiries, takes part Q2.1: Is there any link between the logo and the color of to fora, suggests proposals to enterprises and the beverage?.

H2.1: There is a link between the logo and the color

Situation of art on Logometry

Conclusion