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dc.contributor.authorCachay-Marín, Claudia
dc.contributor.authorArbaiza, Francisco
dc.contributor.authorGallardo-Echenique, Eliana
dc.date.accessioned2022-05-06T18:01:01Z
dc.date.available2022-05-06T18:01:01Z
dc.date.issued2022-01-01
dc.identifier.issn21903018
dc.identifier.doi10.1007/978-981-16-9268-0_53
dc.identifier.urihttp://hdl.handle.net/10757/659827
dc.description.abstractSeveral 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.es_PE
dc.formatapplication/htmles_PE
dc.language.isoenges_PE
dc.publisherSpringer Science and Business Media Deutschland GmbHes_PE
dc.relation.urlhttps://link.springer.com/chapter/10.1007/978-981-16-9268-0_53es_PE
dc.rightsinfo:eu-repo/semantics/embargoedAccesses_PE
dc.sourceUniversidad Peruana de Ciencias Aplicadas (UPC)es_PE
dc.sourceRepositorio Academico - UPCes_PE
dc.subjectAdvertisinges_PE
dc.subjectBrand-cause fites_PE
dc.subjectSexual minorityes_PE
dc.subjectSocial discoursees_PE
dc.titleThe Brand-Cause Fit in the Advertising Campaign for Sprite’s #YouAreNotAlonees_PE
dc.typeinfo:eu-repo/semantics/articlees_PE
dc.identifier.eissn21903026
dc.identifier.journalSmart Innovation, Systems and Technologieses_PE
dc.description.peerreviewRevisión por pareses_PE
dc.identifier.eid2-s2.0-85127664455
dc.identifier.scopusidSCOPUS_ID:85127664455
dc.source.journaltitleSmart Innovation, Systems and Technologies
dc.source.volume279
dc.source.beginpage631
dc.source.endpage639
dc.identifier.isni0000 0001 2196 144X


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