Brand Engagement and Positive Advertising

Authored by: David Alameda , Irene Martín

The Routledge Handbook of Positive Communication

Print publication date:  December  2018
Online publication date:  January  2019

Print ISBN: 9781138633278
eBook ISBN: 9781315207759
Adobe ISBN:


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This chapter explores the positive advertising and brands with conscience to generate engagement with the consumer. In recent years, it has been observed how brands are developing though their advertising and marketing strategies, positive messages in which the brand is placed close to the consumer according to their interests and lifestyles. Brands, products, and services offer happiness as the main buying advantage, either implicitly or explicitly, to thrill, to reach to the consumer´s heart, to get involved with their expectations of life or to working values according to the happiness as well-being, security, or optimism.

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