Abstract

The paper analyzes the factors that brand engagement produces in the growth of a brand, studying the values of creating emotional bonds to retain customers and develop consumer cultures. The PACARI brand is taken as a reference, which has international recognition, managing to position Ecuador as the country where the best chocolate in the world originates. The objective is to analyze the impact of PACARI and its connection in ethical consumption, where the brand has generated impact from the word of mouth marketing that it creates from influencers, and the commitment with its interest groups.