Article

The relationship between brand and consumer in social media: study of the affective link of young people with two technological brands

Received: 15-05-2018 – Accepted: 10-07-2018

https://doi.org/10.26441/RC17.2-2018-A10

Abstract

Emotions are part of the brands communication. The models provided to explain the influence process are often focused on cognitive processing, leaving the affective process aside. The present paper identifies the elements that are activated in the consumer mind while attending brand communication and how this process supports the creation of powerful brands. The study focus on the emotional evaluation of the Apple brand compare to Samsung brand. The three-factor model proposed by Thomson, MacInnis, y Park (2005) is used to measure the affect, passion and brand connection. The results show that the scale adaption to the Spanish sample achieves good psychometrics properties when applied to the selected brands. Apple displays better evaluation than Samsung from the emotional point of view and confirm its followers in social media have more emotional link than those who are not.

Keywords

brand; advertising; emotion; Apple; Samsung; social media.

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References

Marilé Pretel Jiménez es Doctora en Ciencias de la Información por la Universidad Complutense de Madrid, Master en Marketing, Comunicación e Investigación Comercial por IDEM y Profesora adjunta de Gestión de Marcas en la Universidad CEU San Pablo. mapretel.fhm@ceu.es, http://orcid.org/0000-0001-6775-047X

Belinda De Frutos Torres es Doctora en Psicología Social y Metodología de las Ciencias Sociales. Es profesora de Medios Publicitarios y Psicología de la Publicidad en la Universidad de Valladolid. defrutos@hmca.uva.es, https://orcid.org/0000-0002-9391-8835

María Sánchez Valle es Doctora en Periodismo por la Universidad Pontificia de Salamanca y Profesora adjunta de Comunicación Integrada y Comunicación Empresarial e Institucional en la Universidad CEU San Pablo. fhum@ceu.es, https://orcid.org/0000-0003-1497-2938