Análisis de aspectos psicológicos de la formación Lovemarks

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Vanessa Dos Santos Di Mattia
  • Biografía

    Laurea Magistrale Psicología de Organizaciones y Servicios

Maria Daniella Ramos Rodríguez
  • Biografía

    Mg. en Dirección de Recursos Humanos

Andrés M. Pérez-Acosta

Resumen

El presente trabajo es una reflexión teórica que busca contribuir al entendimiento de los procesos psicológicos subyacentes en la teoría de Kevin Roberts sobre lovemarks que, dentro de la mercadotecnia, ha buscado reemplazar la idea tradicional que se tiene sobre las marcas. La primera parte proporciona una introducción sobre la evolución de las marcas desde una perspectiva psicológica y de mercadeo. La segunda parte explica la teoría de lovemarks y sus componentes: el eje amor/respeto, las características de misterio, sensualidad e intimidad. Adicionalmente, se soporta esta teoría a través de literatura complementaria y casos de éxito. La tercera parte, corresponde a la identificación y análisis de los procesos psicológicos que explican la formación de un lovemark: percepción, memoria, motivación individual y social y emoción. La cuarta y última parte contiene las conclusiones e implicaciones en la formación de la relación marca-consumidor.

Palabras clave:
Lovemarks, consumer-brand relationship, brand romance, consumer psychological processes, marketing Lovemarks, relación marca-consumidor, romance por la marca, procesos psicológicos del consumidor, mercadeo Lovemarks, relação marca-consumidor, paixão pela marca, processos psicológicos do consumidor, mercado

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