Call for contributions. Retos No. 27 (April 2024)

Transformational Marketing: Connections and Influencing the Consumer Experience.

Thematic Editors:
 Leonardo Ortegón Cortázar, Ph.D. Politécnico Grancolombiano, Colombia.
Ángel Acevedo-Duque, Ph.D. Universidad Autónoma de Chile, Chile

This special issue invites you to explore how marketing can enhance consumer experiences through the strategic use of sensory marketing, environmental design, the development of innovative products, brands or services, favorable commercial relationships, creative communication processes and brand management, trends in the use of technologies, and value generation proposals that produce a positive change in people's attitudes, emotions and behavior. All research that stimulates and advances the state of knowledge on how to offer consumers positive experiences that inspire them, motivate them, transform them positively and generate long-term loyalty.

We welcome empirical contributions based on representative samples, strong statistics, and a variety of perspectives that offer insights into the central theme of this special issue. All proposals should emphasize transformational marketing variables or phenomena, transformational services, purposeful brands, connections with attitudinal variables, customer self-fulfillment or happiness, influence on customer experience, well-being and loyalty.

Possible research questions include, but are not limited to:

How to foster consumer experience, well-being and quality of life from the field of marketing?

What constitutes and what are the implications of transformational marketing?

How to design an ideal transformational marketing?

How to foster consumer loyalty through consumer attitudes, emotions and well-being?

How to improve the quality of the consumer experience from new scenarios or technologies?

How to promote happiness, well-being and consumer experience through innovative products, brands, services or environmental designs?

How can brands foster greater connection with the transformative consumer experience?

What are the challenges in promoting consumer loyalty through transformational marketing and services?

Submission of articles until: January 16th 2024

Date of publication: April 1st, 2024