... (loved) or anti-iconic (hated). The underlying consumer motivations are grounded in the theory of basic individual values and the expectations conveyed by the brand promise. Corresponding author Antonio Pedro Cruz Costa Alves antoniopedro@acad.espm.br 07 08 2025 30 10 2025 14 11...

.... It represents the experience your brand promises to deliver, and it should be present when the brand is performing at its best” (p. 186). Chapter 9 (The Touching Experience) focuses on the brand touch points that create the brand experiences and its character and personality. These experiences should positively...