DOIAbstract
[EN] In this new market era, where there are more and more brands and products with the same attributes, users are looking for additional motivators to justify their buying choice. Companies’ brand values are increasingly essential to provide emotional benefits that generate preference and lasting ties with their users.Considering strategic values such as sustainability, simplicity, transparency, closeness, accessibility, and inspiration, the brands of the future will help people create their identity, achieving their challenges and motivations. Due to this ability to influence, brands are taking an increasingly relevant role in building society.[ES] En un contexto donde cada vez hay más marcas y productos con los mismos atributos, el usuar...
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