Pacari Brand Engagement and its Emotional Connection in Ethical Consumption

Authors

DOI:

https://doi.org/10.37467/revhuman.v21.5041

Keywords:

Brand, Engagement, Connection, Loyalty, PACARI, Influencers, Marketing

Abstract

The paper analyzes the factors that brand engagement produces in the growth of a brand, studying the values of creating emotional bonds to retain customers and develop consumer cultures. The PACARI brand is taken as a reference, which has international recognition, managing to position Ecuador as the country where the best chocolate in the world originates. The objective is to analyze the impact of PACARI and its connection in ethical consumption, where the brand has generated impact from the word of mouth marketing that it creates from influencers, and the commitment with its interest groups.

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Published

2023-08-03

How to Cite

Córdova Duran, E. G. ., Cornejo Mayorga, A. del R. ., Samaniego Arias, M. A. ., Cruz Oña, A. O. ., Alejandro Salazar , G. D. ., & Pazmiño Peñafiel, E. S. . (2023). Pacari Brand Engagement and its Emotional Connection in Ethical Consumption. HUMAN REVIEW. International Humanities Review Revista Internacional De Humanidades, 21(1), 135–145. https://doi.org/10.37467/revhuman.v21.5041

Issue

Vol. 21 No. 1 (2023)

Section

Research articles

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