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Creación de una marca emocional mediante la utilización de la herramienta Eye-tracking: caso práctico Heladería GREENFROST

Author

Listed:
  • Jorge à lvarez Calderón
  • Marco Franklin Shaqui Pomaquiza
  • Mariela Mishell Guambo Ramírez
  • Jonathan Xavier Salazar Erazo

Abstract

La creación de una marca emocional para la Heladería Greenfrost en la ciudad de Riobamba, se basa en la necesidad de generar nuevas emociones al consumidor, con tan solo relacionarse con la empresa. Para ello, fue necesaria la recopilación de conceptos de distintos autores sobre marca y emociones para mejorar la identidad de la marca.

Suggested Citation

  • Jorge à lvarez Calderón & Marco Franklin Shaqui Pomaquiza & Mariela Mishell Guambo Ramírez & Jonathan Xavier Salazar Erazo, 2019. "Creación de una marca emocional mediante la utilización de la herramienta Eye-tracking: caso práctico Heladería GREENFROST," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 254, april.
    • Handle: RePEc:erv:observ:y:2019:i:254:43
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    Keywords

    Heladería GREENFROST.;

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