Consumer emotional attachments to a brand
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Ir a este contenido- Autor
- Año de publicación 2018
- Idioma Español
- Publicado por Bogotá : Universidad Externado de Colombia, 2018.
- Descripción
- The present work is a research focused on investigating how to create emotional connections between service station customers and a brand. This exploration arises from a real problem, because the EDS currently does not show the implementation of programs that enhance and provide a differentiated service. It should be noted that there is no in-depth research on this economic activity to establish with certainty the factors that users find important when it comes to receiving and experiencing the service. The theoretical investigation studied which concepts influenced the consumer to prefer a brand with respect to others existing in the market. Thanks to the research, it was established that two main strategies needed to be deployed: 1. To create new complementary services for ESD, for it to get in touch with clients through digital platforms; and 2. To reinforce in the staff the importance of having a differentiated service and thereby establish true emotional connections with the clients.
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Citación recomendada (normas APA)
- Alejandra Ramírez, "Consumer emotional attachments to a brand", -:Bogotá : Universidad Externado de Colombia, 2018., 2018. Consultado en línea en la Biblioteca Digital de Bogotá (https://www.bibliotecadigitaldebogota.gov.co/resources/3237756/), el día 2024-05-04.
