Is the product becoming the key player again?
Paulo CarramenhaResearch International, Brazil
Luís Alfredo LagosCadem Research International, Chile
Much has been studied and said about the importance of brands being constantly developing and stimulating affective relationships and emotional links with their consumers. In the last decades, companies have been investing millions of dollars in this sense, and we may say they have been achieving extraordinary results.
Nevertheless, lately we have been noticing a differentiated behaviour from consumers, who have been attributing to the products or services the main reason of their choice and even of their intention...