Assess the impact of perceived value in marketing from the perspective of well-being

Abstract

The search for the well-being of individuals has become an essential requirement that must be taken into account by the marketing manager in a context of new trends. However, achieving this new approach is almost impossible within the framework of traditional marketing and its policies which have become ineffective and inappropriate in an ever-changing world. The profound changes that currently characterize the consumer by adopting a behavior of citizenship within a society that bets more and more on environmental and social challenges, are clearly aware that the consumption process within the framework of traditional marketing is a form of waste and that the promotion policy has become a symbol of prejudice. From this perspective, we try to demonstrate in this article that the growing investment in social responsibility leads us to rethink the nature of the dimensions of the perceived value that must be reflected in the offers, in particular the brands, content that the search for legitimacy is to increasingly included in the marketing strategy of organizations. Fine-tuning the brand narrative and aligning it with the wellness approach can create a real competitive advantage through which the organization can survive and grow. Content that the search for legitimacy is increasingly part of the marketing strategy of organizations. Fine-tuning the brand narrative and aligning it with the wellness approach can create a real competitive advantage through which the organization can survive and grow.