MARKETING DO AFETO: UMA MANEIRA ÉTICA E ESTÉTICA DE CONSUMIR

Julia Yuri Landim Goya, Mellina M. Y. Yonashiro, Solange Maria Bigal

Abstract


The consumer experience, their perception and impression, satisfactory or not is an invisible contract, via social and cultural rules, and this should be align with consumer expectations and brand promises. It is necessary to try to keep it positive, sincere, positive image, aesthetics and ethics for all. The brand has to show what the company does, either with logo or tagline, or show its essence, a message, to be done visually and emotionally via symbols. All these elements have to be integrated as if they came from the same head has to fit for the consumer to have a complete and affective experience.

 

Index Terms - Affective value, Essence, Experience, Marketing.


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