AbstractBrand love has become an increasingly interesting area of research for academics and marketing practitioners alike, as it has shown to drive consumer behaviours such as brand loyalty, positive word-of-mouth and negative information resistance (Batra et al., 2012). However, the focus has primarily been on brand love as a concept and how it drives consumer behaviour from a company perspective, and to a lesser extent on the antecedent pathways that lead to it from a consumer perspective. Based on extant research concerning brand love and its antecedents, this study tries to shed more light on the pathways that lead to brand love out of a consumer perspective. This study builds on extant research in brand love by connecting a brand love prototype model (ibid.), with anthropomorphism as an additional antecedent (Rauschnabel & Ahuvia, 2014), and attempts to extend earlier findings regarding the antecedents of brand love by describing how the antecedents form a pathway to brand love as seen out of a consumer’s point of view. The research was carried out by the use of a deductive, qualitative approach and thematical analysis. The data collection was done through the use of unstructured interviews. This study finds that the pathways to brand love can vary and be triggered from different angles, but that the key factors to brand love are anthropomorphism of the brand and integration of the brand into the self. This research is limited by the fact that the pathways are described through the use of a thematical analysis and that the respondents were selected as a result of a convenience selection. It would therefore be prudent to test the findings with a quantitative method and also to extend the number of respondents. This study is the first to qualitatively investigate the pathways between the antecedents of brand love out of a consumer perspective and will contribute to brand love literature by providing new insight into the antecedent pathways of brand love.

The so-called family-viewing hour, the eight to nine o’clock hour of prime time, is one of the most watched hours of television by both adults and children. Advertisers, of course, favor shows that draw large audiences so their product presentations or commercials are witnessed by masses of people. Now, because of videocassette recorders and other similar control devices, viewers are eliminating commercials from their viewing experience1 and advertisers are clamoring for new ways to get their products into the mind of the consumer.2 To counteract this commercial avoidance by consumers, advertisers are embedding products within television programming thereby hindering the viewer’s ability to eliminate commercials or product promotions. The result is that products that are normally not viewed become part of the viewing experience. This study revealed that the family-viewing hour is laden with product placements that include a variety of different types of products and brands.

El presente trabajo busca dar a conocer el concepto y la puesta en práctica de una empresa de Brand Integration. Concepto de comunicación que busca mediante el entretenimiento comunicar de manera eficiente la intención y los valores de la marca. El Brand Integration utiliza herramientas del mundo del entretenimiento para generar la atención del target y de esta manera poder comunicar de manera eficiente. Busca que los consumidores se acerquen al mensaje de manera propia, intenta eliminar el acercamiento incómodo que, hoy, genera la publicidad para el consumidor. De esta manera se aporta al entretenimiento del consumidor y se comunica de manera eficiente. Asimismo, el Brand Integration representa una nueva oportunidad de negocio no solo para las agencias sino también para los clientes ya que al ser dueños del contenido pueden también distribuirlo. De esta manera ya no solo tendrán que invertir por colocar su publicidad, sino que pueden hasta llegar a rentabilizar su comunicación. El Brand Integration es una herramienta muy poderosa para comunicar que, en otros mercados, con industrias de entretenimiento más potentes, funcionan muy bien. En el Perú se presentan varios retos para poder volver poderosa esta herramienta: Introducir el concepto en las áreas de Marketing Dar a entender el modelo de negocio de Brand Integration Buscar empresas con apuestas a largo plazo Encontrar partners de entretenimiento interesados en este modelo de negocio / This paper seeks to publicize the concept and implementation of a Brand Integration company. It’s a communication concept that seeks through entertainment to efficiently communicate the intention and values of the brand. Brand Integration uses tools from the world of entertainment to generate the attention of the target and thus be able to communicate efficiently. We want consumers to approach the message in their own way, trying to eliminate the uncomfortable approach that, today, advertising generates for the consumer. In this way it contributes to the entertainment of the consumer and communicates efficiently. Likewise, Brand Integration represents a new business opportunity not only for agencies but also for clients since by owning the content they can distribute it as well. In this way, they will not only have to invest to place their advertising, but they can even make their communication profitable. Brand Integration is a very powerful tool to communicate that, in other markets, with more powerful entertainment industries, they work very well. In Peru there are several challenges to making this tool powerful: Introducing the concept in the marketing departments Understanding the business model of Brand Integration Finding companies with long-term investments Finding entertainment partners interested in this business model / Trabajo de investigación