El brand-cause fit como estrategia publicitaria. Caso ‘No estás solo’ de Sprite
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Authors
Cachay Marín, Claudia AmibelleIssue Date
2022-01-08Keywords
PublicidadBrand-cause fit
Discurso social
Minoría sexual
Advertising
Social discourse
Sexual minority
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The brand-cause fit in the advertising campaign for Sprite’s #YouAreNotAloneAbstract
Diversos autores han determinado conceptos referidos a la inclusión de problemáticas sociales en la publicidad, siendo uno de ellos el brand-cause fit, referido a la condición en la que una marca y un problema social –con el cual el público objetivo se sienta identificado–, se unen conceptualmente en una sola propuesta de comunicación. El propósito de este estudio fue analizar cómo perciben los universitarios el brand-cause fit como estrategia de comunicación en la campaña ‘No estás solo’ de Sprite. Se adoptó una metodología cualitativa y se realizaron entrevistas semiestructuradas a 24 universitarios de los cuales 12 pertenecían a la comunidad LGTB y 12 eran heterosexuales. Los participantes perciben positivamente el brand-cause fit utilizado como estrategia publicitaria en la campaña de Sprite. No solo valoran que las marcas incluyan temáticas y problemáticas sociales en su forma de comunicación, sino que alegan que es responsabilidad de las marcas el hacerlo.Several authors have determined concepts related to the inclusion of social problems in advertising. One of them is brand-cause fit, which refers to the condition in which a brand and a social problem —with which the target audience feels identified— are conceptually united in a single communication proposal. The purpose of this study was to analyze how university students perceive the brand-cause fit as a communication strategy in Sprite's ‘You Are Not Alone’ campaign. A qualitative methodology was adopted and semi-structured interviews were conducted with 24 university students of which 12 belonged to the LGBT community and 12 were heterosexual. The participants positively perceived the brand-cause fit used as an advertising strategy in Sprite's campaign. Not only do they value the fact that brands include social issues and problems in their communication, but they also claim that it is the brands' responsibility to do so.
Type
info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/embargoedAccessAttribution-NonCommercial-ShareAlike 4.0 International
Language
spaCollections
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- Creative Commons
Except where otherwise noted, this item's license is described as info:eu-repo/semantics/embargoedAccess