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Felicidad como estrategia de posicionamiento ¿perciben los espectadores la misma emoción de felicidad hacia la marca?
| Content Provider | Semantic Scholar |
|---|---|
| Author | Noboa, Villarreal Cristina, Ana |
| Copyright Year | 2014 |
| Abstract | Happiness is the main goal of all human being on earth, there are several concepts of happiness and many methods that promise to find it. Some papers were used in this study to summarize eight important activities that make human being happy, which are: exercise, sleep, family and friends time, go outside frequently, help others, smile, plan a trip and meditate. During the last decade happiness has been popularly used on advertising. Various brands such as Coca - Cola, Sprite and McDonald's use happiness in their marketing mission and advertisement strategy. Their advertisement uses the eight activities that make people happy, making themselves a happy brand in consumers mind. This advertisement strategy should consider different consumers´ perceptions, because the message delivered by the brand can be interpreted differently from each individual. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://repositorio.usfq.edu.ec/bitstream/23000/3804/1/112500.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
