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

Authors

  • Carlos Alberto Campos Velázquez Universidad Católica Andrés Bello

DOI:

https://doi.org/10.62876/tc.vi47.6417

Keywords:

marketing, wellbeing, human values

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.

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Author Biography

Carlos Alberto Campos Velázquez, Universidad Católica Andrés Bello

Lic. en Administración de Empresas (UCAB, 2001), Especialista en Publicidad, mención Cum Laude (UCAB, 2017). Profesor Asistente UCAB. Área de Investigación: Construcción del concepto de la marca

References

Bronowski, J. (1993) Ciencia y Valores Humanos. Recuperado el 01 de mayo de 2023 de: https://cdigital.uv.mx/bitstream/handle/123456789/5213/199315P41.pdf?sequence=2&isAllowed=y

López, L. (2004) Por una nueva ética. Editorial Félix Valera. La Habana

Rapp, S. y Collins T. (1989) MaxiMarketing. Mc Graw Hill. México.

Interbrand (2022). The Thrive Paradox Report. Recuperado el 10 de enero de 2023 de The Thrive Paradox Report Download - Interbrand

Hicks, J. (1986) Riqueza y bienestar. Ensayos sobre teoría económica. Fondo de Cultura Económica. México

Armstrong, G. y Kotler, P. (1996). Mercadotecnia. Pearson Prentince Hall. México

Lamb, C., Hair, J. y McDaniel, C. (1998) Marketing. International Thompson Editores. México

Published

2023-12-14

How to Cite

Campos Velázquez, C. A. (2023). Values-based marketing: An investigation of the emotional linkage between brand product marketing and public valuation. Temas De Comunicación, (47), 114–133. https://doi.org/10.62876/tc.vi47.6417

Issue

Section

Artí­culos - Dossier Central