From perception to experience - a new approach to understand purchase experiences
Esteban Socorro and Fernando Moiguer
During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience.
From perception to experience – a new approach to understand purchase experiences
Esteban SocorroCoca-Cola, South Latin Division, United States
Fernando MoiguerMoiguer & Asociados, Argentina
This paper sets out to describe a developed...