Bibliographic citations
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Reyna, S., (2021). Influencia del marketing emocional en el comportamiento de los consumidores [Trabajo de investigación, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/7454
Reyna, S., Influencia del marketing emocional en el comportamiento de los consumidores [Trabajo de investigación]. PE: Universidad Privada Antenor Orrego; 2021. https://hdl.handle.net/20.500.12759/7454
@misc{sunedu/4040951,
title = "Influencia del marketing emocional en el comportamiento de los consumidores",
author = "Reyna Sevilla, Stefany Meiling",
publisher = "Universidad Privada Antenor Orrego",
year = "2021"
}
Title: Influencia del marketing emocional en el comportamiento de los consumidores
Authors(s): Reyna Sevilla, Stefany Meiling
Advisor(s): Cieza Mostacero, Segundo Edwin
Keywords: Marketing; Comportamiento del Consumidor
OCDE field: http://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 2021
Institution: Universidad Privada Antenor Orrego
Abstract: El propósito de este trabajo monográfico consta en conocer una visión del
marketing emocional, el comportamiento del consumidor y la influencia del
marketing en el comportamiento de los consumidores con materialidad clave que
apoya a la investigación.
La presente monografía se divide en 3 capítulos:
El primer capítulo trata del marketing emocional donde se detalla su definición,
objetivos y su función como productor de experiencias.
Asimismo, el segundo capítulo trata del comportamiento del consumidor y está
dividido en su definición, condicionantes tanto internos como externos, el proceso
de decisión de compra y sus tipos de compra según el comportamiento del
consumidor.
Finalmente el tercer capítulo se detallará sobre la influencia del marketing
emocional en el comportamiento de los consumidores.
The purpose of this monographic work is to know a vision of emotional marketing, consumer behavior and the influence of marketing on consumer behavior with key materiality that supports research. This monograph is divided into 3 chapters: The first chapter deals with emotional marketing where its definition, objectives and its function as products of experiences are detailed. Also, the second chapter deals with consumer behavior and is divided into its definition, both internal and external conditions, the purchase decision process and its types of purchase according to consumer behavior. Finally, the third chapter will detail the influence of emotional marketing on consumer behavior.
The purpose of this monographic work is to know a vision of emotional marketing, consumer behavior and the influence of marketing on consumer behavior with key materiality that supports research. This monograph is divided into 3 chapters: The first chapter deals with emotional marketing where its definition, objectives and its function as products of experiences are detailed. Also, the second chapter deals with consumer behavior and is divided into its definition, both internal and external conditions, the purchase decision process and its types of purchase according to consumer behavior. Finally, the third chapter will detail the influence of emotional marketing on consumer behavior.
Link to repository: https://hdl.handle.net/20.500.12759/7454
Discipline: Administración
Grade or title grantor: Universidad Privada Antenor Orrego. Facultad de Ciencias Económicas
Grade or title: Administrador
Register date: 2-May-2021
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