Resumen

PRETEL JIMENEZ, M.; DE FRUTOS TORRES, B.  y  SANCHEZ VALLE, M.. The relationship between brand and consumer in social media: study of the affective link of young people with two technological brands. Revista de Comunicación [online]. 2018, vol.17, n.2, pp.229-245. ISSN 1684-0933.  http://dx.doi.org/10.26441/RC17.2-2018-A10.

Emotions are part ofthe brands communication. The models provided to explain the influence process are olten 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, Maclnnis, y Par k (2005) ís 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 y confirm its followers in social media have more emotionallink than followersthose who are not,

Palabras clave : brand; advertising; emotion; Apple; Samsung; social media.

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