https://orcid.org/0000-0002-8079-5784
Latidos de la marca:Un viaje a través de la experiencia del consumidor y las relaciones con la marca.: Enfoques teóricos y hallazgos empíricos.
Autores/as
Palabras clave:
Resonancia,Antropomorfismo,Puntos de contacto,Evidencia Empírica,Enfoques teóricosSinopsis
Los libros, al igual que las marcas, se construyen a lo largo del tiempo mediante la inspiración y la transpiración de una labor responsable que se refleja en cada una de las páginas, que cobran vida cuando nos embarquemos en un viaje de descubrimiento, explorando los vínculos emocionales que nos unen a las marcas que amamos, odiamos o que simplemente nos intriga entender.
Latidos de la marca: Un viaje a través de la experiencia del consumidor y las relaciones con la marca es una obra, que abre una ventana hacia el mundo dinámico de las relaciones entre las personas y las marcas que habitan en el entorno cotidiano, desentrañan los misterios de la conexión humana con las entidades intangibles que dan forma a las decisiones de compra, percepciones y, en última instancia, a la vida de las personas.
En el primer capítulo, se exponen los orígenes de la teoría de las relaciones consumidor-marca, visto desde su evolución y desde sus humildes comienzos hasta su estado actual como un campo de estudio vibrante en el mundo de las marcas.
El viaje continúa con la humanización de las marcas en el segundo capítulo, donde se desentraña el poder del antropomorfismo y los rasgos de personalidad como una construcción de conexiones emocionales entre consumidores y marcas.
Pero no todo es luz y alegría en el mundo de las marcas. En el tercer capítulo, ingresamos en el oscuro y complejo territorio de las emociones negativas y, cómo estas se traducen detrás de las relaciones consumidor-marca, que afectan las interacciones con las marcas de manera profunda y duradera.
El significado de la relación cobra vida en el cuarto capítulo, las historias personales de los consumidores y su relación con las marcas, se traduce en las siguientes interrogantes ¿Coinciden nuestras historias con las que las marcas nos cuentan sobre sí mismas? ¿O hay una brecha entre la narrativa de la marca y nuestra experiencia real?
En el quinto capítulo, se pone en marcha el proceso de establecer relaciones, desglosando los pasos que los consumidores y las marcas dan para conectarse entre sí de manera significativa. Y finalmente, como poscapítulo, se muestra una jerga cotidiana “la yapa”: viaje adicional que a través de los latidos de la marca, se sintetizan experiencias y descubrimientos en un enfoque teórico y hallazgos empíricos que iluminarán aún más el camino hacia una comprensión más profunda de las relaciones consumidor-marca.
Amén de lo dicho, es una obra que merece compartir vuestro tiempo, vuestra sabiduría y vuestra vocación al internarse y disfrutar de este viaje tanto como yo lo he disfrutado, sobre todo, para descubrir la magia que reside en el corazón de las marcas que nos rodean.
¡Bienvenidos a Latidos de la marca!
Capítulos
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Capítulo 1. Relaciones consumidor-marca
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Capítulo 2. Antropomorfismo y rasgos de personalidad
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Capítulo 3. Emociones negativas detrás de la relación
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Capítulo 4. El significado de la relación
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Capítulo 5. Cómo se forman e identifican relaciones: una aproximación
Descargas
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junio 4, 2026
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Derechos de autor 2026 Félix Wilmer Paguay Chávez, Gabriela Carla Cuadrado Barreto, Fernando Javier Villarreal Salazar (Autor/a)
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Paguay Chávez, F. W. ., Cuadrado Barreto, G. C. ., & Villarreal Salazar, F. J. . (Eds.). (2026). Latidos de la marca:Un viaje a través de la experiencia del consumidor y las relaciones con la marca.: Enfoques teóricos y hallazgos empíricos. EDITORIAL ACACFESA . https://doi.org/10.70577/5t9v1k81/ACACFESA.EDITORIAL
