Digital communication of brands in post-pandemic times

Romero-Mamani M.; Solari-Martin D.; Gallardo-Echenique E. · Proceedings of the 2023 IEEE 3rd International Conference on Advanced Learning Technologies on Education and Research, ICALTER 2023 (2023) · DOI: 10.1109/icalter61411.2023.10372901

Resumen

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.

Instituciones: Universidad Peruana de Ciencias Aplicadas