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\title{Perception of the Discourse of Advertising Logos by Consumers of Mass Products: Case of Soft Drinks in Congo-Brazzaville}
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             \author[1]{Moyo  Nzololo}

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\date{\small \em Received: 16 December 2019 Accepted: 1 January 2020 Published: 15 January 2020}

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\begin{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.

\end{abstract}


\keywords{relationship marketing, perception, logos, advertising, consumer, congo-brazzaville.}

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\section[{Introduction}]{Introduction}\par
his 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 also becomes an active transmitter of information related to organizations he is in relationship with \hyperref[b7]{(Gavard-Perret, 2000)}. The consumer becomes message actor, rather than being simply a receiver of such a message. We consider Berry's relational marketing, quoted by Flambard-Ruaud (1997): "Relational marketing consists of attracting, maintaining and reinforcing relationship with the client". As it is said by \hyperref[b0]{Bergadaà (2000)}, "What is at stake today is to define another logic or approach that considers the fact that the consumer has become a knowledge seeker and actor. In fact, this consumer makes inquiries, takes part to fora, suggests proposals to enterprises and researchers, goes beyond relationship borders".\par
The consumer figures out, compares, chooses, postpones the purchase, or simply gives up. That is the reason why we have carried out this research study with a population of students, on the ground that the latter represents the layer of the society that actively participates to liquid communication, characterized by a saying that "all communicate, and all is used in order to communicate". The consumer is subject to a lot of messages, not only from a multitude of medias, but also from consumers themselves. And this implies a communication that is current, omnipresent, multiform, changing, and sometimes imperceptible (Tissier-Desbordes, 2013). We have been cautious enough to lay a particular emphasis on gender, given that it has an influence on attitudes and behaviors of both male and female consumers (Gavard-Perret, op.cit).\par
In any communication between the receiver and the sender, there is the presence of noise, expressed by gap between the message sent and the message received. In this article, the message or the discourse is that of the advertising logo relating to soft drinks. Dorey and Zollinger  {\ref (2000)} underline that "As a general principle, in the design of advertising messages, wellestablished principles must be considered: the message ought to be swift, synthetic, clear and signed. However, abiding by these imperatives is not sufficient enough to ensure effectiveness in communication". Hence the existence of messages that are misunderstood, disconnected from the product, the brand and for which the consumer perceives no concrete or practical benefits, and therefore remains indifferent.\par
How could we make it possible for the consumer to better perceive the significance of the discourse proposed by the logo on the product?\par
From this core question, there are the six following secondary questions:\par
Q1.1: Does the contents of a logo representing a soft drink always meet expectations? Q1.2: Are the logo's objectives perceived in an accurate manner? Q2.1: Is there any link between the logo and the color of the beverage? Q2.2: Can packaging play a role in the attractiveness of soft drinks? Q3: Is there any link between the logo and the brand image of the company? Q4: Is the message conveyed by the logo always explicit?\par
Through these questions, we want to study how consumers picture the discourse of advertising logos orientated towards soft drinks in Brazzaville, through the discourse of students on such an advertising logo to figure out the attractiveness of soft drinks from the logo, so as to better understand the place of communication in these enterprises. For that perspective, six hypotheses are pinpointed: H1.1: The logo's contents meet the consumer's expectations according to the level of education. H1.2: The logo's objectives are perceived in a clear and precise manner, according to the level of education.\par
H2.1: There is a link between the logo and the color according the gender. H2.2: The packaging triggers the consumption desire of the consumer. H3: There is a link between the logo and the brand image of the company, according to the age of the consumer. H4: The message conveyed by the logo is explicit according to the sex and the level of education.\par
We have conducted a survey of 297 students from the "Ecole Supérieure de Gestion et d' Administration des Entreprises -ESGAE" (a college of business administration) in Brazzaville, Congo, on real or prospective consumers of these soft drinks. The data have been processed on Sphinx software. After presenting the situation of art on logometry, then theoretical framework, we will tackle the part devoted to results and discussions, prior to concluding. 
\section[{II. ituation of art on Logometry}]{II. ituation of art on Logometry}\par
Originated from the latinword "logos" or discourse and "metrics" or measure, logometry refers to a method of analysis and interpretation of a discourse, used in human and social science. The method is based on a computer-assisted analysis which combines both qualitative and quantitative interpretation of digital corpus of the discourse. It is a set of documentary and statistical processing of a text or discourses that emphasizes either the hyper textuality of digital corpus, or data analysis and textual statistics.\par
That is why logometry is to be seen as the natural extension of lexicometry (lexicon measurement) and textometry (text measurement). It is the analysis of the discourse or the logos in its linguistic and social dimensions, as stated by \hyperref[b16]{Mazière (2005)} who considers that: "Logometry is, first of all, a computer-assisted "return" to discourse units in order to consolidate interpretation". As for \hyperref[b21]{Rouveyrol (2005)}, it is about an open and "integrative" method "whose core object is to give an account of relativity in discursive strategies" set by speakers. The interest of logometry for the marketer is to understand the importance of discourses, through symbolic representations of consumers 'products in a given cultural environment.\par
That is the reason why Philippe and Durand (2009) underline that authors from different or various research traditions concur and state that organizations which proactively seek to align their activities with their institutional environment through the evocation of symbols and appropriate actions, manage to improve their brand reputation. Studies conducted by \hyperref[b13]{Kapferer (2003)} lay an emphasis on the brand as an important element for external communication. In the opinion of the author aforementioned, the brand is a source of confidence and notoriety of enterprises. The company's brand is a sign of participation to proximity and implication marketing; it is the face value of the enterprise. The brand always bears the company's logotype or logo. It must stimulate, explore new needs, new wants and new products. It serves as a family name on which consumers' confidence is based.\par
As for Cova and Saucet (2014) who are studying street marketing operations, they insist on the fact that the latter are getting more and more important to managers, despite some regulatory constraints associated with such operations. These operations include: distribution of flyers and products, product animations, human animations, mobile tours, disguised actions, event-driven actions. In addition, the authors a fore mentioned point out that "The advantages of street marketing actions for a company lie essentially on direct relationship and emotional contact with a rather mobile target." This implies, as \hyperref[b5]{Filser (2015)} states it, good understanding of factors that govern the purchasing behavior of consumers in a given environment. Such an understanding makes it possible to develop marketing action plans (communication and promotion) and identify the characteristics to be given to the product, based on the expectations of potential consumers.\par
The first models of consumer behavior have proved that the development of the consumer's affective begins with its cognitive states. These first two states lead to the conative state of the consumer's final behavior. In the opinion of the author above, it is possible that the consumer ignores the logo's attributes, while this logo influences his behavior. In the Bantu environment, \hyperref[b11]{Ibara (2013)} states-in his work on logometry -that flashy colors, notably those from the rainbow, are most commonly used by enterprises in their logos, for they put the consumer more in resonance with vital energy.\par
However, if the consumer is repeatedly exposed to the products, under social pressure that value the product, he may be led to drive his preference based on a cognitive process, prior to deciding to buy the product. Mérigot and Nabec (2016) distinguish two nutritional logos which, according to their format, can warn consumers against any poor nutritional quality, prior to promoting good quality products. It is about descriptive nutritional logos and interpretative nutritional logos. The first are summaries of key nutritional values, while the second are synthetic nutritional indices of the nutritional quality of a product under the form of a single sign (a pictogram, a letter, or a color). Nevertheless, the two authors indicate that "the interpretative format, alone or combined with the descriptive format, is more efficient than the descriptive format". 
\section[{III.}]{III.} 
\section[{Theoretical Framework}]{Theoretical Framework}\par
According to \hyperref[b9]{Granier and Guilbaut (1982)}, perception can be defined as a way for a consumer to understand, to grasp the meaning of the discourse, that is, the series of colors and codes of advertising logos. Perception is a matter of psychology, and it indicates how each consumer can be unable to internalize external stimulus. Understanding an advertising message largely depends on beliefs and habits of the targeted public.\par
For that matter, there are three levels of perception: -Cognitive: relating to pieces of information, the competence that conveys prestige; -Affective: relating to feelings or internalization; -Conative: relating to feelings and actions.\par
According to Renaud and Sirieix (2012), it is possible to compare consumers 'perceptions in front of two different products with different logos. Based on their perceptions, the consumers prefer products that are not only respectful of the environment and health, but which also generate pleasure and taste associated with the consumption of such products. This could be analyzed for each of the customers through the analysis of the discourse perceived by each of them. To make its product known, the enterprise uses several means of advertising.\par
Advertising has an influence on us and sometimes goes as far as to impose us stereotypes that do not always tally with our nature and our own desires. Each individual acts spontaneously to the message: he compares it to his own knowledge and his environment, prior to accepting or rejecting it. that pushes the consumer towards either rational motive or impulsive motive.\par
IV. 
\section[{Results and Discussion}]{Results and Discussion}\par
The beverage market in Congo is dominated by three products: beer, hygienic beverages and Spring or mineral water. The Congo Statistical Yearbook (2016, p.379) shows that Beer has moved from 1574 10 3 hl in 2010 to 3618 10 3 hl in 2014, while hygienic beverages moved from 690 10 3 hl to 1053 10 3 hl, whereas spring or mineral water moved from 200 10 3 hl to 628 10 3 hl. Three companies dominate the market. The main company is BRASCO, created in 1994 and holding 65\% of the market share. It produces soft drinks (20\%) and beer (80\%) (Table \hyperref[tab_0]{n°1}). Its range of soft drinks includes 23 products. As for Granier and Guilbaut (op. cit.), advertising plays an important role in product knowledge, on the ground that it must be seen, read, believed, memorized, and must necessarily lead to acts of purchase. However, advertising has objectives and strategies. It is about drawing the consumer's attention, making the consumers understand the message conveyed, making the consumers believe in the importance of credit and making the consumers buy the product. As a strategy for publicity, it's all about being noticed, convincing and acting. On cans and bottles of soft drinks, there advertising logos mounted to the attention of customers. These logos bear a significance The third company is BRALICO, created in 2013, and holds 10\% of the market share. It produces varieties of beer (85\%) and soft drinks (15\%) (Table  {\ref 3}). We notice that BRASCO's range of soft drinks includes only 3 products, and that they are undifferentiated in terms of price. We are in a situation where the price does not reflect the quality. In this table, we notice that there is no 50 cl Sprite in plastic bottle on the one hand, and that, on the other hand, products 'package are made up of both plastic and glass bottles. However, it should be noted that there is a serious problem related to shortage or lack of glass bottle.\par
RAGEC is the second company, created in 2004 and with a market share of 25\% (Table  {\ref 2}). Its products are essentially mineral water (75\%) and soft drinks (25\%). We notice a great variety of bottle volumes and therefore prices. RAGEC's range of soft drinks includes 14 products.\par
With the aim of attracting consumers, the three enterprises mentioned above carry out practically the same actions with retailers: giving the latter refrigerators in the company's colors and decorated with that company's products; painting the facades of bars and refreshment stands in the company's colors, highlighting certain products, and providing them with advertising materials (trays, glasses, parasols, chairs, tables, etc.). BRASCO supplied its exclusive distributors with beverage delivery vehicles. Consumers are more appreciative of juice in glass bottles for reasons of better conservation. However, the juice in a plastic bottle is easier to take away, given that it does not require any exchange bottle. Gender-specific flagship products for each company are presented in Table n°4 below; and it highlights each company's top-selling products by gender. For BRASCO, gender discrimination is strict.\par
For RAGEC and BRALICO there are, however, products that can be found in both the Women's column and the Men's column. Noteworthy is the fact that men appreciate the "cola" or "coca" product of each of these companies.  
\section[{a) Organization of the questionnaire}]{a) Organization of the questionnaire}\par
The questionnaire that served as the data collection medium was administered to ESGAE students (Ecole Supérieure de Gestion et d'Administration des Entreprises -a College of Business Administration), during the 2019-2020 academic year in Brazzaville, Congo.\par
Among ESGAE students, the study targeted 679 students at the following levels: Bachelor's degree 3 (professional degree), CESAE (Certificate of Higher Studies in Business Administration) and the professional Master's degree. The questionnaire is structured a round the following four axes :\par
-Axis1: the perception on the advertising logo; -Axis 2: the attractiveness of soft drinks based on the logo; -Axis 3: the company notoriety through its logo;\par
-Axis 4: the place of communication in these enterprises.\par
The modality "No answer" corresponds to the number of students who did not answer the question. The most frequent case in this study refers to questions that were not completed. 
\section[{b) Sample presentation}]{b) Sample presentation}\par
The sample is made up of 297 students whose data is complete upon completion of the questionnaire, with a response rate of 43.74\%. 
\section[{c) Gender structure}]{c) Gender structure}\par
The 297 respondents to the questionnaire are distributed as follows: 166 women (representing (55.89\%) and 131 men (representing 44.11\%) (see Figure \hyperref[fig_1]{1}) 
\section[{Legend in blue: Female Legend in brown: Male Structure by educational level}]{Legend in blue: Female Legend in brown: Male Structure by educational level}\par
The breakdown of respondents by level of education shows that 46.47\% are Master's students, whereas 33.33\% are Bachelor's students, and 20.20\% are CESAE students (see Figure  {\ref 2}).   
\section[{Age structure}]{Age structure}\par
The age of the students involved in the study ranges from 19 to 55 years old, with an average age of about 30. The population is 61\% under 30 years of age, with a very high concentration at 40\% for the interval between 20 and 24 years inclusive. This age group is also characterized by a remarkable presence of women (see. figure \hyperref[fig_2]{3}). 
\section[{d) Discussion}]{d) Discussion}\par
The results and discussions are presented according to four headings or axes: 
\section[{e) Perception on the advertising logo}]{e) Perception on the advertising logo}\par
To test students 'perceptions of the logo advertising discourse, we have looked at hypotheses. H1.1 and H1.2.   The level of education has a very strong influence on whether the content of a drink's logo always meets the consumer's expectations. On that matter, \hyperref[b15]{Maynadier (2014)} states that "The logo must refer to the issuing organisation and become a reference sign. The logo is thus a sign of the different elements issued by an organisation, such as a service, a product or an advertisement. Increasingly integrated within brands of which it is a crucial element, the logo is responsible for manifesting elements that structure it". 
\section[{Examination of H1.1}]{Examination of H1.1}\par
The educational level of the surveys is highly solicited because, as receivers, they must give meaning to the signs represented by the logos. Examination of H1.2 52.86\% of respondents believe that the objectives indicated by the logo are precise, compared to the other 30.98\%. On the other hand, it was not easy for some respondents (15.15\%) to express a clear opinion on the "precise" nature of the objectives on a logo. Dependency is very significant. Khi2 = 12.30, ddl = 3, 1-p = 99.36\%. \hyperref[b15]{Maynadier (2014)} notes that the logo "must be able to express values and stories corresponding to the brand". However, when it comes to values, Dorez and Zollinger (2000) distinguish -in advertising discoursemale values focused on performance and technical sophistication, female values emphasizing ease of use and product accessibility, and shared values that tend to be more in line with female values. Advertisements also emphasize the importance of the level of education as these, in order of importance, should be: clear and easily understandable, informative, persuasive and motivational \hyperref[b2]{(Chevalier, 1999)}  Dependency is very significant. Khi2 = 21.51, ddl = 6, 1-p = 99.85\%.\par
To check whether the objectives indicated by the logo are precise, gender and level of education have had a very strong influence on the results obtained. 
\section[{Attractiveness of soft drinks from the logo}]{Attractiveness of soft drinks from the logo}\par
To understand logo-based soft drink appeal, we have examined assumptions or hypotheses H2. \hyperref[b0]{1}  Dependency is significant. Khi2 = 8.01, ddl = 3, 1-p = 95.42\%\par
According to \hyperref[b12]{Jonveaux (2015)}, "the first visual element that tries to convey a gender-based message is color". This means that color induces gender differentiation. Irrespective of age, Congolese people attach great importance to colors in general, and particularly in clothing. The phenomenon of "SAPE" (which literally stands for "society of well-dressed people who like having good time") that consists of harmonizing colors in clothing, is popularized by both men and women. And flashy colors are on display in the parade of "sapeurs" (well-dressed people of the "SAPE" movement) in public squares. Colors participate in the\par
In the link between the logo and the color of the soft drink, gender has a strong influence. This phenomenon is observed among men (75.57\%) and women (65.66\%). The packaging used for soft drinks is plastic, glass bottles and cans. However, there is more plastic packaging than bottles, and very little in cans. Indeed, it is difficult to have empties for purchases of glass bottles; That is the reason why plastic has become an important part of the primary, secondary and tertiary packaging of soft drinks. We have observed a significant change in the content of soft drink packaging. We have 60-centilitreand 30-centilitre primary packaging in bottles. This confirms one of the requirements for the manufacture of the packaging. "the packaging shall be designed and manufactured so as to limit both its volume and its mass to the minimum necessary to ensure the required level of safety and acceptability" \hyperref[b19]{(Pinet, 2004)}.\par
Soft drinks sold in plastic packaging are cheaper than the others on the one hand, and they are easily transportable on the other hand. In markets, where women are the most numerous, beverages in plastic packaging are the most widely used, given that such packaging can be either disposed of more easily, or recovered for other purposes (sale of home-made yoghurts, ginger juice, bissap juice). We note a change in habits or custom in Congo, on the ground that plastic secondary packaging for soft drinks is now accepted at traditional or customary wedding ceremonies.\par
Jonveaux (op.cit.) has noted that gender differentiation is particularly sensitive in the case of products which remain identical in their active ingredient, but whose only external aspects, such as odor or especially packaging, vary". In other words, packaging induces gender differentiation.\par
To test or check whether the packaging of a soft drink is an incentive to buy that soft drink, gender has a significant influence on these results. 
\section[{Company notoriety through the logo}]{Company notoriety through the logo}\par
To check company's notoriety through the logo, we have examined Hypothesis H3. 
\section[{Examination of H3}]{Examination of H3}\par
62.27\% of respondents believe that "there is a link between the logo and the company's brand image". This phenomenon is observed among men (63.36) and women (57.83). Noteworthy is the difference between the chronological or actual age of the consumer and the subjective or perceived age at which one tends to perceive oneself 10 to 15 years younger than one's actual age \hyperref[b10]{(Guiot, 1999)}. In our sample, ESGAE students are public servants who are experiencing a second youth by returning to school, and there is no doubt that they are within the dynamics of subjective age.\par
As pointed out by \hyperref[b22]{Sohier (2004)}, "Building the company's brand image is a learning process based on the consumer's experience with the brand." As experience is built up over the years, the brand image therefore correlates with the consumer's age. 
\section[{Place of communication in companies}]{Place of communication in companies}\par
To understand the place of communication in companies, we have examined H4 
\section[{Examination of H4}]{Examination of H4}\par
Respondents are relatively divided on this variable. They estimate at 44.44\% that "the message of the logo is always explicit", as opposed to 41.75\%. On the other hand, the need to verify the invariable or permanent character could explain the difficulty experienced by those who preferred to answer "I don't know" at 9.76\%.  The logo visually communicates a message to consumers about a product, service or organization. In such a context where sight is one of the consumer's most solicited senses, "color has thus become an element of differentiation for products whose technical characteristics are subject to the burden of standardization and the consequent trivialization" \hyperref[b8]{(Guichard, Lehu and Vanheems, 1998)}. This is particularly the case with soft beverages and their plastic packaging. We have seen with the validated hypothesis H2.1 that there is a link between the logo and the color according to the gender. We can therefore conclude that the message of the logo, being strongly linked to color-which is itself an element of differentiation -is explicit. Celhay (2014) points out that "companies may use the visual characteristics of an advertisement, packaging or logo to convey messages, explicit or implicit, to their consumers".\par
Theoretical model of the Swiss linguist Ferdinand de Saussure postulates that signs can be interpreted in two ways: the signifier and the signified. The signifier being the physical manifestation of the sign, we place ourselves at the level of expression. The signified being the meaning that is given to the signifier, we are at the level of content. As indicated by Celhay (op. cit.)," if we apply these concepts to the case of logos, it appears that the verbal content, as well as each of their visual characteristics (colors, illustrations, typography, shapes, textures, etc) constitute as many signifiers that the company can use for communication purposes, for example on the positioning of its brand (which then constitutes the signified)".The level of education of the consumer is very important for a good understanding of both the signifier and the signified. When the message is not explicit in this respect, the level of education may be a factor that may lead the consumer to resist the logo's message: "the more educated and informed the consumer is, the more likely he is to resist influencing techniques owing to the greater richness of his representations"  {\ref (Cottet, Ferrandi and Lichté, 2012)}.\par
To check whether the message of the logo is always explicit, gender and level of education have had a very strong influence on the results obtained.\par
V. 
\section[{Conclusion}]{Conclusion}\par
Despite the inherent constraints in building our sample, we have obtained empirical results on an operational aspect of marketing, namely commercial communication. The multiplicity of messages conveyed by issuers raises the issue of the credibility of those issuers, and that of the true or real source of the message. Indeed, in this increasingly liquid communication, ethical problems are acute, because commercial communication has become subtle and difficult to identify as such: it hides its name (Tissier-Desbordes, 2013). The advertising logo as a marketing discourse does not escape this debate. By taking into account a population of students, we have placed \begin{figure}[htbp]
\noindent\textbf{23}\includegraphics[]{image-2.png}
\caption{\label{fig_0}Brazzaville 23 Global}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{1}\includegraphics[]{image-3.png}
\caption{\label{fig_1}Figure 1 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{3}\includegraphics[]{image-4.png}
\caption{\label{fig_2}Figure 3 -}\end{figure}
  \begin{figure}[htbp]
\noindent\textbf{n°1} \par 
\begin{longtable}{P{0.02902439024390244\textwidth}P{0.2860975609756098\textwidth}P{0.07463414634146341\textwidth}P{0.09951219512195122\textwidth}P{0.12853658536585366\textwidth}P{0.10365853658536585\textwidth}P{0.12853658536585366\textwidth}}
\tabcellsep Products\tabcellsep Bottle Volume\tabcellsep Nature of packing\tabcellsep Quantity of bottles in a pack\tabcellsep Price per pack (FCFA)\tabcellsep Unit price per bottle (FCFA)\\
?\tabcellsep Coca cola\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
?\tabcellsep Fanta orange\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
? ?\tabcellsep Fanta passion Pulp orange\tabcellsep 30 cl\tabcellsep Plastic\tabcellsep 12\tabcellsep 3000\tabcellsep 300\\
?\tabcellsep Sprite\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
?\tabcellsep Coca zéro\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \end{longtable} \par
 
\caption{\label{tab_0}Table n°1 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{n°3} \par 
\begin{longtable}{P{0.13125\textwidth}P{0.0875\textwidth}P{0.165625\textwidth}P{0.246875\textwidth}P{0.103125\textwidth}P{0.11562499999999999\textwidth}}
Products\tabcellsep Bottle Volume\tabcellsep Nature of packing\tabcellsep Quantity of bottles in a pack\tabcellsep Price per pack (FCFA)\tabcellsep Unit price per bottle (FCFA)\\
Coca world\tabcellsep 50 cl\tabcellsep Glass bottle\tabcellsep 20\tabcellsep 4700\tabcellsep 300\\
Top passion\tabcellsep 50 cl\tabcellsep Glass bottle\tabcellsep 20\tabcellsep 4700\tabcellsep 300\\
TOP coco pina\tabcellsep 50 cl\tabcellsep Glass bottle\tabcellsep 20\tabcellsep 4700\tabcellsep 300\\
\tabcellsep \tabcellsep \tabcellsep \multicolumn{3}{l}{Source BRALICO, Sales Management Dept., 2020}\end{longtable} \par
 
\caption{\label{tab_2}Table n°3 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{n°4} \par 
\begin{longtable}{P{0.10023584905660378\textwidth}P{0.372877358490566\textwidth}P{0.3768867924528302\textwidth}}
Company\tabcellsep Women\tabcellsep Men\\
BRASCO\tabcellsep Pulp orange, Fanta passion\tabcellsep Coca cola\\
RAGEC\tabcellsep Orangina, Tampico orange, Tampico pomme\tabcellsep Réaktor, American cola, Tampico pomme\\
BRALICO\tabcellsep Top passion, Coca world\tabcellsep Coca world\\
\tabcellsep \tabcellsep Source: Tsana and Abdelkerim (2018)\end{longtable} \par
 
\caption{\label{tab_3}Table n°4 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{n°5} \par 
\begin{longtable}{P{0.4797546012269938\textwidth}P{0.06779141104294478\textwidth}P{0.09907975460122699\textwidth}P{0.03128834355828221\textwidth}P{0.09386503067484663\textwidth}P{0.07822085889570551\textwidth}}
\tabcellsep No answer\tabcellsep \multicolumn{2}{l}{Yes No}\tabcellsep I don't know\tabcellsep Total\\
Licence\tabcellsep 0\tabcellsep 69\tabcellsep 23\tabcellsep 7\tabcellsep 99\\
CESAE\tabcellsep 2\tabcellsep 30\tabcellsep 25\tabcellsep 3\tabcellsep 60\\
Master\tabcellsep 0\tabcellsep 44\tabcellsep 79\tabcellsep 15\tabcellsep 138\\
TOTAL\tabcellsep 2\tabcellsep \multicolumn{2}{l}{143 127}\tabcellsep 25\tabcellsep 297\\
\multicolumn{6}{l}{Dependency is very significant. Khi2 = 42.72, ddl = 6, 1-p = >99.99\%}\end{longtable} \par
 
\caption{\label{tab_4}Table n°5 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{n°6} \par 
\begin{longtable}{P{0.16139240506329114\textwidth}P{0.1291139240506329\textwidth}P{0.15063291139240506\textwidth}P{0.06455696202531645\textwidth}P{0.19367088607594934\textwidth}P{0.15063291139240506\textwidth}}
\tabcellsep No answer\tabcellsep \multicolumn{2}{l}{Yes No}\tabcellsep I don't know\tabcellsep Total\\
Male\tabcellsep 2\tabcellsep 57\tabcellsep 43\tabcellsep 29\tabcellsep 131\\
Female\tabcellsep 1\tabcellsep 100\tabcellsep 49\tabcellsep 16\tabcellsep 166\\
TOTAL\tabcellsep 3\tabcellsep 157\tabcellsep 92\tabcellsep 45\tabcellsep 297\end{longtable} \par
 
\caption{\label{tab_5}Table n°6 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{n°7} \par 
\begin{longtable}{P{0.21702127659574466\textwidth}P{0.1175531914893617\textwidth}P{0.13563829787234044\textwidth}P{0.07234042553191489\textwidth}P{0.17180851063829786\textwidth}P{0.13563829787234044\textwidth}}
\tabcellsep No answer\tabcellsep \multicolumn{2}{l}{Yes No}\tabcellsep I don't know\tabcellsep Total\\
Bachelor\tabcellsep 2\tabcellsep 67\tabcellsep 20\tabcellsep 10\tabcellsep 99\\
CESAE\tabcellsep 0\tabcellsep 35\tabcellsep 17\tabcellsep 8\tabcellsep 60\\
Master\tabcellsep 1\tabcellsep 55\tabcellsep 55\tabcellsep 27\tabcellsep 138\\
TOTAL\tabcellsep 3\tabcellsep 157\tabcellsep 92\tabcellsep 45\tabcellsep 297\end{longtable} \par
 
\caption{\label{tab_6}Table n°7 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{n°8} \par 
\begin{longtable}{P{0.26971153846153845\textwidth}P{0.09807692307692308\textwidth}P{0.08990384615384615\textwidth}P{0.2125\textwidth}P{0.040865384615384616\textwidth}P{0.1389423076923077\textwidth}}
\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep and\\
\tabcellsep \tabcellsep \tabcellsep H2.2\tabcellsep \tabcellsep \\
Examinationof H2.1\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
\tabcellsep No answer\tabcellsep Yes\tabcellsep \multicolumn{2}{l}{No I don't know}\tabcellsep Total\\
Male\tabcellsep 3\tabcellsep 61\tabcellsep 59\tabcellsep 8\tabcellsep 131\\
Female\tabcellsep 6\tabcellsep 101\tabcellsep 49\tabcellsep 10\tabcellsep 166\\
TOTAL\tabcellsep 9\tabcellsep 162\tabcellsep 108\tabcellsep 18\tabcellsep 297\end{longtable} \par
 
\caption{\label{tab_7}Table n°8 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{} \par 
\begin{longtable}{P{0.09239130434782608\textwidth}P{0.4557971014492754\textwidth}P{0.08623188405797101\textwidth}P{0.03695652173913043\textwidth}P{0.09239130434782608\textwidth}P{0.08623188405797101\textwidth}}
\tabcellsep No answer\tabcellsep \multicolumn{2}{l}{Yes No}\tabcellsep I don't know\tabcellsep Total\\
Male\tabcellsep 3\tabcellsep 99\tabcellsep 26\tabcellsep 3\tabcellsep 131\\
Female\tabcellsep 0\tabcellsep 109\tabcellsep 52\tabcellsep 5\tabcellsep 166\\
TOTAL\tabcellsep 3\tabcellsep 208\tabcellsep 78\tabcellsep 8\tabcellsep 297\\
\tabcellsep \multicolumn{5}{l}{Dependency is significant. Khi2 = 8.64, ddl = 3, 1-p = 96.56\%}\end{longtable} \par
 
\caption{\label{tab_8}}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{n°10} \par 
\begin{longtable}{P{0.577511961722488\textwidth}P{0.07320574162679426\textwidth}P{0.04066985645933014\textwidth}P{0.08540669856459329\textwidth}P{0.07320574162679426\textwidth}}
\tabcellsep \multicolumn{2}{l}{Yes No}\tabcellsep I don't know\tabcellsep Total\\
No answer\tabcellsep 10\tabcellsep 1\tabcellsep 3\tabcellsep 14\\
Lessthan 20.00\tabcellsep 4\tabcellsep 2\tabcellsep 0\tabcellsep 6\\
From 20.00 to 24.00\tabcellsep 63\tabcellsep 23\tabcellsep 13\tabcellsep 99\\
From 24.00 to 30.00\tabcellsep 50\tabcellsep 12\tabcellsep 11\tabcellsep 73\\
30.00 and more\tabcellsep 52\tabcellsep 41\tabcellsep 8\tabcellsep 101\\
TOTAL\tabcellsep 179\tabcellsep 79\tabcellsep 35\tabcellsep 293\\
\multicolumn{5}{l}{Dependency is significant. Khi2 = 19.01, ddl = 8.1-p = 98.52\%}\end{longtable} \par
 
\caption{\label{tab_9}Table n°10 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{n°11} \par 
\begin{longtable}{P{0.4824324324324324\textwidth}P{0.06891891891891892\textwidth}P{0.09763513513513514\textwidth}P{0.022972972972972974\textwidth}P{0.09763513513513514\textwidth}P{0.0804054054054054\textwidth}}
\tabcellsep Noanswer\tabcellsep \multicolumn{2}{l}{Yes No}\tabcellsep I don't know\tabcellsep Total\\
Male\tabcellsep 4\tabcellsep 47\tabcellsep 71\tabcellsep 9\tabcellsep 131\\
Female\tabcellsep 8\tabcellsep 85\tabcellsep 53\tabcellsep 20\tabcellsep 166\\
TOTAL\tabcellsep 12\tabcellsep \multicolumn{2}{l}{132 124}\tabcellsep 29\tabcellsep 297\\
\multicolumn{6}{l}{Dependency is very significant. Khi2 = 15.14, ddl = 3, 1-p = 99.83\%.}\end{longtable} \par
 
\caption{\label{tab_10}Table n°11 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{n°12} \par 
\begin{longtable}{P{0.47682926829268296\textwidth}P{0.06737804878048781\textwidth}P{0.09847560975609757\textwidth}P{0.031097560975609752\textwidth}P{0.09847560975609757\textwidth}P{0.07774390243902439\textwidth}}
\tabcellsep Noanswer\tabcellsep \multicolumn{2}{l}{Yes No}\tabcellsep I don't know\tabcellsep Total\\
Bachelor\tabcellsep 6\tabcellsep 53\tabcellsep 28\tabcellsep 12\tabcellsep 99\\
CESAE\tabcellsep 3\tabcellsep 31\tabcellsep 23\tabcellsep 3\tabcellsep 60\\
Master\tabcellsep 3\tabcellsep 48\tabcellsep 73\tabcellsep 14\tabcellsep 138\\
TOTAL\tabcellsep 12\tabcellsep \multicolumn{2}{l}{132 124}\tabcellsep 29\tabcellsep 297\\
\multicolumn{6}{l}{Dependency is very significant. Khi2 = 18.33, ddl = 6, 1-p = 99.45\%}\end{longtable} \par
 
\caption{\label{tab_11}Table n°12 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{} \par 
\begin{longtable}{P{0.595\textwidth}P{0.255\textwidth}}
\multicolumn{2}{l}{Q14-have you ever been in a situation where you buy a product under social pressure?}\\
-\tabcellsep Yes ;\\
-\tabcellsep No ;\\
-\tabcellsep I don't know.\\
-\tabcellsep Yes ;\\
-\tabcellsep No ;\\
-\tabcellsep I don't know.\\
\multicolumn{2}{l}{Q16-Are you familiar with these products owing to various advertisements?}\\
-\tabcellsep Yes ;\\
-\tabcellsep No ;\\
-\tabcellsep I don't know.\\
\multicolumn{2}{l}{Q17-does the packaging of a product make you want to buythat product?}\\
-\tabcellsep Yes ;\\
-\tabcellsep No ;\\
-\tabcellsep I don't know.\\
-\tabcellsep Yes ;\\
-\tabcellsep No ;\\
-\tabcellsep I don't know.\\
\multicolumn{2}{l}{Q11--Yes ;}\\
-\tabcellsep No ;\\
-\tabcellsep I don't know.\\
\multicolumn{2}{l}{Q12-through the advertising logo, could you recommend a company's product?}\\
-\tabcellsep Yes ;\\
-\tabcellsep No ;\\
-\tabcellsep I don't know.\\
\multicolumn{2}{l}{Q13-do soft drink companies improve compliance through their logo?}\\
-\tabcellsep Yes ;\\
-\tabcellsep No ;\\
-\tabcellsep I don't know.\end{longtable} \par
  {\small\itshape [Note: Q15]} 
\caption{\label{tab_12}}\end{figure}
 		 		\backmatter  			 
\subsection[{Annex: Questionnaire}]{Annex: Questionnaire}\par
After the research question, which is: How can consumers better perceive the discourse proposed to them by the product's advertising logos? Further to this core question, the following questions arise: Q1-Does the content of a drink's logo always meet your expectations? -Yes; -No ; 			 			  				\begin{bibitemlist}{1}
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\bibitem[Celhay ()]{b1}\label{b1} 	 		\textit{Impact du design du logo et du nom de la marque: un effet de double ancrage. Communication au 30 ème Congrès International de l'Association Française du Marketing},  		 			F Celhay 		.  		2014. Montpellier, Mai. p. 20.  	 
\bibitem[Sohier ()]{b22}\label{b22} 	 		\textit{L'influence de la couleur et de la forme du packaging du produit sur la perception de la personnalité de la marque},  		 			G Sohier 		.  		2004. France. p. 353.  		 			Thèse de doctorat de l'Université de Caen 		 	 
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\end{document}
