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Emotions are part of the brands communication. The models provided to explain the influence process are often focused on cognitive processing, leaving the affective process aside. The present paper identifies the elements that are activated in the consumer mind while attending brand communication and how this process supports the creation of powerful brands. The study focus on the emotional evaluation of the Apple brand compare to Samsung brand. The three-factor model proposed by Thomson, MacInnis, y Park (2005) is used to measure the affect, passion and brand connection. The results show that the scale adaption to the Spanish sample achieves good psychometrics properties when applied to the selected brands. Apple displays better evaluation than Samsung from the emotional point of view y confirm its followers in social media have more emotional link than followersthose who are not. [ABSTRACT FROM AUTHOR]

The present paper introduces the concept and convenience of managing brand advertising as a continuum over time, presenting this practice as a value or equity due to its direct relationship with the salience and familiarity levels the brand acquires as a consequence. The advertising continuum as equity is framed in researcher's A.S.C. Ehrenberg view on how advertising works, a view which it's core aspects are stated in the paper's first section. [ABSTRACT FROM AUTHOR]

The following paper presents an historical approach of the Corporate Communications origins, to develop perspectives on their roles in the organization, strengths, weaknesses and, above all, to fully understand the role and place of its social purpose.To this end, the focus is on the concept study of the Corporate Communication. The knowledge and academic research on the discipline is also a reflection of a profession enhanced by the diversity of management areas and encouraging their continued development and innovation, generating that professionals need to keep up, know what happens in other markets and countries, and study the main theoretical advances that offer perspectives and promote quality. [ABSTRACT FROM AUTHOR]

The aim of this paper is to discuss some concrete examples of the influence of commercial communication in decisive processes and events of recent history. We endeavour to show that the training of future professionals should not be confined to purely technical and economic aspects of the world of advertising, but should also include deeper consideration of the cultural impact of the persuasive forms of communication. This will greatly enrich the teaching of our subject, as we come to focus on the influence of these forms of communication in the framework of social, cultural, political, and other trends that make up the world today. This will mean that courses that might otherwise be overly technical are given a humanistic dimension. [ABSTRACT FROM AUTHOR]

It is a common thinking that communicator's professional landscape ends in journalism and other derives, as corporate communication, marketing and advertising. Even academia has proven little interest in communicators for development and social change, a practitioner that play an important role in development processes in order to promote the participation of stakeholders. The following paper offers a review on this practitioner's profile from the standpoint of his professional exercise, one that links and includes knowledge, skills and communication attitudes, anthropology as well as education. [ABSTRACT FROM AUTHOR]

The paper argues that advertising messages are not capable of mediating brand choice through its effect on consumers' attitudes towards an advertised product. In stead, it suggests the similarity between overall attitudinal indexes seen in competing brands' consumers, phenomenon that might found its origin in the functional parity observed within fast moving consumer good categories, as well as in the knowledge consumers have of those goods. These markers have implications in the planning and practice of marketing communications. [ABSTRACT FROM AUTHOR]