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Authors
Salinas Revilla, Romina BelénAdvisors
Cabel García, Andrea ElviraIssue Date
2021-01-11
Metadata
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Gamified Advertising: Tool to generate Brand ValueAbstract
La presente investigación analiza el impacto de la gamificación, una herramienta que presenta elementos de videojuegos a un ámbito externo, en este caso aplicada a estrategias publicitarias enfocada en el brand equity de la marca peruana, líder en el mercado de cines, Cineplanet. Para esto, se tomará como referencia la teoría de Keller en su Customer Based Brand Equity, específicamente en su tercer nivel: respuesta, que se interesa por los juicios y los sentimientos de los consumidores. Nuestro análisis, que se centra en las plataformas digitales gamificadas de Cineplanet, se desarrolla a partir de una metodología cualitativa con diseño de estudio de caso. Los principales resultados de la investigación demuestran que los elementos gamificados de las aplicaciones digitales de Cineplanet influyen en la relación de valor de los consumidores hacia la marca, aunque no de manera protagónica.This research analyzes the impact of gamification, a tool that presents video game elements to an external environment, in this case applied to advertising strategies focused on the brand value of the Peruvian brand, leader in the cinema market, Cineplanet. For this, Keller's theory will be taken as a reference in his Customer Based Brand Equity, specifically in its third level: response, which is interested in the judgments and feelings of consumers. Our analysis, which focuses on Cineplanet's gamified digital platforms, is developed from a qualitative methodology with a case study design. The main results of the research show that the gamified elements of Cineplanet's digital applications influence the value relationship of consumers towards the brand, although not in a leading way.
Type
info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessAttribution-NonCommercial-ShareAlike 4.0 International
Language
spaCollections
The following license files are associated with this item:
- Creative Commons