PERCEPCIÓN DE CAMPAÑAS DESTINADAS A CREAR IMAGEN CULTURAL DE MARCA

Authors

  • Antonio Sanjuán Pérez
  • José Juan Videla Rodríguez
  • Sandra Martínez Costa

DOI:

https://doi.org/10.15847/obsOBS1042016866

Keywords:

Identidad cultural, personalización, percepción, Responsabilidad Social Corporativa (RSC)

Abstract

El presente artículo tiene como objeto de estudio la percepción que el espectador tiene de las campañas publicitarias centradas en el refuerzo de la identidad cultural alrededor de una marca. El objetivo es, en primer término, analizar el proceso de construcción de la imagen cultural asociada a un anunciante y, en segundo lugar, comprobar cómo esa campaña afecta a la percepción del cliente. Para conseguir los objetivos se propone una investigación experimental cualitativa realizada con eyetracking y cuestionarios cerrados y abiertos a los usuarios participantes. Se analizarán para el estudio dos campañas publicitarias, las de Abanca y Gas Natural Fenosa. Ambas tienen una estrategia publicitaria muy similar: asocian la marca a Galicia y utilizan a sus trabajadores como protagonistas. Sin embargo, también presentan diferencias que afectan a la percepción de la identidad cultural por parte del espectador.

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Published

2016-12-29

How to Cite

Sanjuán Pérez, A., Videla Rodríguez, J. J., & Martínez Costa, S. (2016). PERCEPCIÓN DE CAMPAÑAS DESTINADAS A CREAR IMAGEN CULTURAL DE MARCA. Observatorio (OBS*), 10(4). https://doi.org/10.15847/obsOBS1042016866

Issue

Vol. 10 No. 4 (2016)

Section

Articles

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