<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2661-6513</journal-id>
<journal-title><![CDATA[Estudios de la Gestión]]></journal-title>
<abbrev-journal-title><![CDATA[Estudios de la Gestión]]></abbrev-journal-title>
<issn>2661-6513</issn>
<publisher>
<publisher-name><![CDATA[Universidad Andina Simón Bolívar: Sede Ecuador]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2661-65132025000200087</article-id>
<article-id pub-id-type="doi">10.32719/25506641.2025.18.4</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Afecto y memoria: el efecto de la publicidad emocional sobre la recordación de marca]]></article-title>
<article-title xml:lang="en"><![CDATA[Affect and Memory: The Effect of Emotional Advertising on Brand Memory]]></article-title>
<article-title xml:lang="pt"><![CDATA[Afeto e memória: o efeito da propaganda emocional na lembrança da marca]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Benavides Polo]]></surname>
<given-names><![CDATA[Claudia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[González Loyola]]></surname>
<given-names><![CDATA[Pablo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Cuenca  ]]></institution>
<addr-line><![CDATA[Cuenca ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Cuenca  ]]></institution>
<addr-line><![CDATA[Cuenca ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<numero>18</numero>
<fpage>87</fpage>
<lpage>109</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2661-65132025000200087&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2661-65132025000200087&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2661-65132025000200087&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El efecto de las emociones sobre la memoria se ha considerado en estudios desde la psicología y neurociencia y se ha extendido a múltiples áreas de conocimiento incluidos el marketing y la publicidad. Estudios han demostrado que los anuncios con contenido emocional influyen positivamente en la recordación publicitaria, aunque no existe a la fecha un consenso al respecto de dicha efectividad. Este estudio amplía sobre estas teorías explorando cómo la publicidad emocional afecta la recordación de la marca, un indicador crucial en el marketing. Para ello, se llevó a cabo un experimento con 38 participantes para investigar si esta relación es traducible al contexto latinoamericano y si la publicidad emocional influye sobre la recordación de los componentes de marca típicamente necesarios para la toma de decisiones posterior a la exposición publicitaria. Se utilizó un diseño experimental doble de solo postest con dos mediciones. Las mediciones cuantitativas se realizaron mediante encuestas y fueron analizadas con pruebas t de student y coeficientes de correlación. Los resultados revelaron que los anuncios con enfoque emocional en revistas generaron una mayor medida de recordación de la marca en comparación con los anuncios racionales, tras una sola exposición al anuncio. Este estudio, respaldado por investigaciones anteriores, sugiere que activar emociones en los individuos puede mejorar la efectividad de los anuncios.  JEL: M3 Marketing y publicidad.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The effect of emotions on memory has been considered in research from psychology and neuroscience, and has been extended to multiple knowledge areas, including marketing and advertising. Studies have proven that advertisements that include emotional content have a positive influence on advertisement recall. This study extends these theories by exploring how emotional advertising affects brand recall, a crucial indicator in marketing. An experiment with 38 participants was conducted to investigate whether this relationship is applicable in the Latin American context and if emotional advertising enhances the recall of brand components typically necessary for post-advertisement decision-making. An experimental design of only posttest was carried out. The quantitative measures were taken through surveys and processed through t student tests and correlation quotients. The given results revealed that advertisements with an emotional approach in magazines led to higher brand recall measures compared to rational advertisements. This experimental study, supported by prior research, suggests that eliciting emotions in individuals can enhance ad effectiveness.  JEL: M3 Marketing and publicity.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O efeito das emoções na memória foi considerado em estudos da psicologia e da neuro-ciência e foi estendido a várias áreas do conhecimento, incluindo marketing e publicidade. Estudos demonstraram que anúncios com conteúdo emocional influenciam positivamente a lembrança da propaganda, embora não haja consenso até o momento sobre a eficácia de tais anúncios. Este estudo amplia essas teorias explorando como a publicidade emocional afeta a lembrança da marca, um indicador crucial no marketing. Para isso, foi realizado um experimento com 38 participantes para investigar se essa relação pode ser traduzida para o contexto latino-americano e se a propaganda emocional influencia a lembrança dos componentes da marca normalmente necessários para a tomada de decisão após a exposição à propaganda. Foi usado um projeto experimental duplo, somente pós-teste, com duas medições. As medições quantitativas foram realizadas por meio de pesquisas e analisadas com testes t de Student e coeficientes de correlação. Os resultados revelaram que os anúncios de revistas com foco emocional geraram uma medida maior de lembrança da marca em comparação com os anúncios racionais, após uma única exposição ao anúncio. Este estudo, apoiado por pesquisas anteriores, sugere que a ativação das emoções nos indivíduos pode aumentar a eficácia dos anúncios.  JEL: M3 Marketing e publicidade.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[emoción]]></kwd>
<kwd lng="es"><![CDATA[branding emocional]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[decisión]]></kwd>
<kwd lng="es"><![CDATA[memoria]]></kwd>
<kwd lng="en"><![CDATA[Emotion]]></kwd>
<kwd lng="en"><![CDATA[Emotional Branding]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[Decision]]></kwd>
<kwd lng="en"><![CDATA[Memoria]]></kwd>
<kwd lng="pt"><![CDATA[Emoção]]></kwd>
<kwd lng="pt"><![CDATA[Emotional Branding]]></kwd>
<kwd lng="pt"><![CDATA[Marketing]]></kwd>
<kwd lng="pt"><![CDATA[Decisão]]></kwd>
<kwd lng="pt"><![CDATA[Memória]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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