LAUSR

ABSTRACT The present research analyzes the relationship between advertising and the dimensions of brand equity, from the perspective of the consumers of soft drinks in the city of Salvador, BA, in Brazil. Two constructs related to advertising were analyzed, perception of effort and attitude, and their relationship with the dimensions of brand equity: awareness and brand associations, perceived quality and brand loyalty. A survey was conducted with a convenient non-probabilistic sample composed of 393 consumers of soft drinks. Data analysis was done by using descriptive statistics methods, exploratory factorial analysis, and correlation. The results allowed verifying the existence of a positive relationship between perceived advertising effort and awareness and brand association. The study showed that there isn’t a relationship between perceived advertising effort and perceived quality.