Browsing by Author "AGYEMAN ASHFORD"

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    The impact of advertising likability on the choice of alcoholic beverages in ghana
    (KNUST, 2023) AGYEMAN ASHFORD
    Promoting as the heart of every marketing institution, contribute to a very key role in achieving the firms in this progressively commercialized communities. In this Modern economy, v effective communication can be essential when industries are aiming a market. Numerous models of advertising came about in the early 1960s. From the above, the basic belief around commercial which is paid for organizational advertising and demonstrations of designs, goods and services by a known benefactor. Well planned ad communicates to customers what they have to buy before they think of realizing that they need it. The purpose of this study was to examine the impact of advertising likability on the choice of alcoholic beverages in Ghana. The following are the specific objectives: To identify the channel of advertising open to customers of alcoholic beverages, To identify the determinants of likability of adverts from perspective of customers of alcoholic beverages, To measure the impact of advertising likability on the choice of brands of alcoholic beverages by customers and To assess the effectiveness of other factors which influence the choice of brands of alcoholic beverages by customers’. A quantitative survey approach with the use of questionnaire was adopted as the main instrument for collecting data from sample size of 30 respondents. Data were analyzed using statistics package for social sciences (SPSS). The study revealed that The study further showed that there was Effect of Digital Marketing On Consumer Behavior. The respondents indicated that Artificial Intelligence Impacts Consumer Behavior. In all, there was an agreement that Digital Marketing Effect On Consumer Behavior (mean score of 6.48 and a standard deviation of 0. 683. The researcher recommends that businesses should invest more in building some great human qualities such as honesty, reliability, and resilience as most respondents believed brand persona is part of the things that constitutes branding