Un estudio exploratorio sobre la generación de experiencias afectivo-sensoriales a través de los personajes de marca

  1. Delgado Ballester, Elena
  2. Fernández Sabiote, Estela
  3. Honrubia-Pardo, Agueda
Revista:
Universia Business Review

ISSN: 1698-5117

Ano de publicación: 2013

Número: 37

Páxinas: 32-51

Tipo: Artigo

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Outras publicacións en: Universia Business Review

Resumo

Advertising practice and theory hold that using brand characters is an effective way to create a positive brand image and establish a personal connection with consumers. Currently there is a renewed interest in brand identification elements, and especially in brand characters, as a way of generating brand experiences on which brand differentiation can be based. This research analyzes how sensorial and affective experiences are affected by the presence or ausence of the brand character based on the brand familiarity, product involvement and consumer loneliness. The exploratory and preliminary results obtained are a first empirical evidence of the potential of brand characters as a way of non-functional brand differentiation.

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