Values-based marketing: An investigation of the emotional linkage between brand product marketing and public valuation

Abstract

Marketing as a productive, commercial and even personal process, allows to develop in depth the different aspects of the interactions between a supplier, its brands and the different publics to which they are exposed.
The inclusion of human values in this process can have a very favorable impact on interactivity and consolidate the reputation of brands, as well as give a more complete meaning to satisfying people's needs and their quality of life.