TY - GEN
T1 - Digital communication of brands in post-pandemic times
AU - Romero-Mamani, Manuel
AU - Solari-Martin, Davide
AU - Gallardo-Echenique, Eliana
N1 - Publisher Copyright:
© 2023 IEEE.
PY - 2023
Y1 - 2023
N2 - This study analyzes the elements of Bembos' digital communication, and its relationship with consumers' perception of love and respect to position itself as a Lovemark. Its paradigm is interpretive, and its design is a case study. A total of 18 semi-structured interviews were conducted with students. It was found that the axes of the Lovemarks theory are present in the brand. Respect has a greater presence in terms of performance and reliability; and, love, a lower presence in terms of the emotions perceived in their digital communication. It is concluded that the brand does not reach the status of Lovemark, as it is on the axis of a lot of respect and little love, although a communicational attempt to increase the axes of love and have a transition to being a Lovemark is identified.
AB - This study analyzes the elements of Bembos' digital communication, and its relationship with consumers' perception of love and respect to position itself as a Lovemark. Its paradigm is interpretive, and its design is a case study. A total of 18 semi-structured interviews were conducted with students. It was found that the axes of the Lovemarks theory are present in the brand. Respect has a greater presence in terms of performance and reliability; and, love, a lower presence in terms of the emotions perceived in their digital communication. It is concluded that the brand does not reach the status of Lovemark, as it is on the axis of a lot of respect and little love, although a communicational attempt to increase the axes of love and have a transition to being a Lovemark is identified.
KW - case studies
KW - Emotions
KW - feelings
KW - pandemics
UR - https://www.scopus.com/pages/publications/85182988547
U2 - 10.1109/ICALTER61411.2023.10372901
DO - 10.1109/ICALTER61411.2023.10372901
M3 - Contribución a la conferencia
AN - SCOPUS:85182988547
T3 - Proceedings of the 2023 IEEE 3rd International Conference on Advanced Learning Technologies on Education and Research, ICALTER 2023
BT - Proceedings of the 2023 IEEE 3rd International Conference on Advanced Learning Technologies on Education and Research, ICALTER 2023
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 3rd IEEE International Conference on Advanced Learning Technologies on Education and Research, ICALTER 2023
Y2 - 13 December 2023 through 15 December 2023
ER -