Involucramiento de las marcas que modificaron su logo en el contexto de la pandemia Covid19
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Authors
Uehara Laura, Jazmín AllisonAdvisors
Solari Martin, Davide FedericoIssue Date
2021-09-12
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Involvement of the brands that changed their logo in the context of the Covid19 pandemicAbstract
Las marcas tienen dos esferas, la identidad e imagen de marca. Dentro de la identidad de marca está el logo. Este es el primer vínculo con los consumidores. Muchas marcas renovaron su logo durante la pandemia, apoyando el distanciamiento social. El motivo de la investigación es el interés por llenar un vacío académico que explore el involucramiento en marcas que realizaron un proceso de rebranding por motivos de una pandemia. El objetivo principal del presente artículo es analizar cómo influye el involucramiento con las marcas que modificaron temporalmente sus logos con motivo del aislamiento social frente a las marcas que no lo hicieron. La metodología tiene un enfoque cualitativo desarrollando entrevistas personales y siguiendo una guía de preguntas. Los colaboradores son hombres y mujeres de 25 a 35 años, con nivel socioeconómico B y C, con o sin grado académico, solteros y residentes en Lima Metropolitana. Casos: Mercado Libre, Alianza Lima y Mercedes Benz. El hallazgo principal es que sí hay mayor involucramiento con las marcas que cambiaron su logo de manera temporal por la pandemia. Debido a que los consumidores sienten atracción cuando las marcas realizan ayuda social porque se diferencian de la competencia (Martínez & Rodrigues, 2018)Brands have two spheres, identity and brand image. Within the brand identity is logo. This is the first link with consumers. Many brands renewed their logo during pandemic, supporting social distancing. The reason for the research is because there is no academic literature that has explored the involvement of brands that underwent a rebranding process due to a pandemic. The main objective of this article is to analyze how brand involvement influences brands that temporarily modified their logos due to social isolation versus brands that did not. The methodology has a qualitative approach developing personal interviews and following a question guide. The target are men and women between the ages of 25 and 35, with socioeconomic status B and C, with or without an academic degree, single and residents of Lima. Cases: Mercado Libre, Alianza Lima and Mercedes Benz. The main finding of the investigation is that the public have greater involvement with the brands that temporarily changed their logo due to the pandemic. The main finding is that there is involvement with the brands that temporarily changed their logo due pandemic. Consumers feel attraction when brands perform social assistance because they differentiate themselves from competition (Martínez & Rodrigues, 2018).
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info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessAttribution-NonCommercial-ShareAlike 4.0 International
Language
spaCollections
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- Creative Commons