La influencia de la femvertising en la actitud hacia la marca Scotiabank desde la perspectiva masculina
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Advisors
Cabel García, Andrea ElviraIssue Date
2020-11-18
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The influence of femvertising on the attitude towards the Scotiabank brand from the male perspectiveAbstract
La femvertising es una estrategia que ha ganado relevancia en los últimos años y son cada vez más las marcas que la practican. Esta se caracteriza por promover la igualdad de género y cuestionar los estereotipos femeninos utilizados tradicionalmente en el ámbito publicitario. Por ello, el propósito de este estudio es investigar cómo esta estrategia puede influenciar en la actitud de los hombres millennials hacia la marca que la implementa. Centrándonos en este objetivo, mediante un estudio cualitativo y utilizando como referencia el spot “Día Igualitario” del Scotiabank, se realizaron entrevistas semiestructuradas a 15 estudiantes varones de la Universidad Peruana de Ciencias Aplicadas. Como resultado, se encontró que los hombres tienen una percepción favorable hacia la femvertising que se transfiere en una actitud positiva hacia la marca. No obstante, esta no es determinante para fidelizarlos o convertirlos en futuros clientes, pero puede funcionar como estrategia para mejorar la imagen de marca.Femvertising is a strategy that has acquired relevance in the last years and there are more brands that are practicing it. This is characterized by promoting gender equality and questioning the female stereotypes traditionally used in adverstising sector. For this reason, the purpose of this study is to investigate how this strategy can influence the attitudes of millennial men towards the brand that implements it. Focusing on this objective, through a qualitative study and using as a reference the spot "Día Igualiario" from Scotibank, semi-structured interviews were conducted with 15 male students from Universidad Peruana de Ciencias Aplicadas. As a result, it was found that man have a favorable perception towards femvertising that is transferred in a positive attitude to the brand. However, this is not decisive to retain them or convert them into the future customers, but it can work as a strategy to improve the brand image.
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info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessAttribution-NonCommercial-ShareAlike 4.0 International
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spaCollections
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- Creative Commons