La investigación se enfoca en los efectos del rebranding de la marca Rosatel y evalúa las consecuencias que ha tenido en la relación con sus consumidores. También, examinar cómo el branding emocional se relaciona con sus efectos y con el comportamiento de los consumidores. Asimismo, identificar cómo los elementos gráficos fueron percibidos y sus respectivas condicionantes. La hipótesis se basa en que la implementación de los elementos gráficos ha generado efectos ambiguos los cuales se han visto reflejados en la relación con sus consumidores y en su corto periodo de duración. Se realizó una investigación de clase mixta. Se utilizó una técnica cualitativa para encontrar características del fenómeno que estudia los efectos del rebranding en la relación con sus consumidores. Y también se empleó una técnica cuantitativa que buscaba recolectar información a través de encuestas online y físicas. Los resultados demostraron que un bajo porcentaje de los consumidores reconocían el rebranding, en contraste con los que realizan sus compras presencialmente, ya que estos en su totalidad eran conscientes del cambio. Además, en un porcentaje mayor, consideraron que la renovación encajaba con el perfil de la marca, demostrando su fidelidad con esta, entre otros resultados relevantes. Se concluyó que los efectos no fueron negativos en la relación con sus consumidores pues esto no afectó en sus decisiones de compra. El posicionamiento que posee la marca en la mente de los consumidores es lo suficientemente fuerte como para no afectar en las decisiones de compra de estos, a pesar que bajo una mirada profesional, la renovación posee deficiencias estéticas. / The research focuses on the effects of the rebranding of the Rosatel brand and assesses the consequences it has had on the relationship with its consumers. Also, examine how emotional branding is related to its effects and consumer behavior. Also, identify how the graphic elements were perceived and their respective conditions. The hypothesis is based on the fact that the implementation of the graphic elements has generated ambiguous effects which have been reflected in the relationship with its consumers and in its short duration. A mixed class investigation was conducted. A qualitative technique was used to find characteristics of the phenomenon that studies the effects of rebranding on the relationship with its consumers. And a quantitative technique that sought to collect information through online and physical surveys was also used.. The results showed that a low percentage of consumers recognized rebranding, in contrast to those who make their purchases in person, since they were fully aware of the change. In addition, in a higher percentage, they considered that the renewal fit the profile of the brand, demonstrating its loyalty to it, among other relevant results. It was concluded that the effects were not negative in the relationship with their consumers as this did not affect their purchasing decisions. The positioning that the brand has in the minds of consumers is strong enough not to affect the purchase decisions of these, despite the fact that under a professional look, renewal has aesthetic deficiencies. / Trabajo de investigación

Submitted by Divisão de Documentação/BC Biblioteca Central (ddbc@ufam.edu.br) on 2017-05-05T14:17:41Z No. of bitstreams: 2 Dissertação - Sarah B. Correa.pdf: 21116741 bytes, checksum: 6c5414c968a92bbbd4e6e354c890b98d (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Divisão de Documentação/BC Biblioteca Central (ddbc@ufam.edu.br) on 2017-05-05T14:20:30Z (GMT) No. of bitstreams: 2 Dissertação - Sarah B. Correa.pdf: 21116741 bytes, checksum: 6c5414c968a92bbbd4e6e354c890b98d (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Divisão de Documentação/BC Biblioteca Central (ddbc@ufam.edu.br) on 2017-05-05T14:22:19Z (GMT) No. of bitstreams: 2 Dissertação - Sarah B. Correa.pdf: 21116741 bytes, checksum: 6c5414c968a92bbbd4e6e354c890b98d (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-05-05T14:22:19Z (GMT). No. of bitstreams: 2 Dissertação - Sarah B. Correa.pdf: 21116741 bytes, checksum: 6c5414c968a92bbbd4e6e354c890b98d (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2016-09-16 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This research discusses the phenomenon of emotional branding through recognition of semiotics and olfactory experience of the consumers in Farm brand’s physical store environment from the semiotic point of view and the ecosystem approach to communication. Therefore, the specific objectives of discussing consumer olfactory experience in the context of hypermodern society were established, conceptualize consumer olfactory experience design with the environment aroma of the brand from the semiotic and ecosystem point of view and analyze the emotions involved the consumer olfactory experience with the scent of brand environment. In this sense, the theoretical background involves studying and researching of languages, representations and aesthetic communication from an ecosystem perspective, according to authors Monteiro (2011) and Pereira (2012), Peirce’s semiotics and the semiotics of culture, theory the affordances Gibson (1979) and Morin’s complex thought (2008). The developed research is qualitative, empirical and exploratory nature, it has having been used in its methodology techniques by Moraes and Mont'Alvão (2010) as a basis for modeling Farm brand’s communication ecosystem, the systematic observation Gil (2010) to collect data on the environment selected as analysis system target and Bardin content analysis (2011) on the data collected through interviews applied to the brand consumers. The development of the research took place in the physical store of Farm brand, located in Shopping Manauara, placed in Manaus city, within the Graduate Program in Communication Sciences - PPGCCOM from Federal University of Amazonas - UFAM. The main results can be mentioned the presentation of communication complexity of the brand studied through systematic analysis of their contact points and the subsequent location of the physical store environment and the aroma within this ecosystem. Noteworthy is also the characterization of the effects of semiosis exerted on the consumer during the studied consumer experience. / A presente pesquisa discorre sobre o fenômeno do branding emocional por meio do reconhecimento da experiência semiótica e olfativa vivenciada pelo consumidor no ambiente da loja física da marca Farm a partir do ponto de vista semiótico e da abordagem ecossistêmica da comunicação. Para tanto, foram estabelecidos os objetivos específicos de discutir a experiência olfativa do consumidor no contexto da sociedade hipermoderna, conceituar o design da experiência olfativa do consumidor com o aroma de ambiente da marca a partir do ponto de vista semiótico e ecossistêmico e analisar as emoções envolvidas na experiência olfativa do consumidor com o aroma de ambiente da marca. Nesse sentido, o referencial teórico envolve o estudo e a investigação das linguagens, representações e estéticas comunicacionais a partir de uma perspectiva ecossistêmica, segundo os autores Monteiro (2011) e Pereira (2012), da semiótica pierciana e da semiótica da cultura, da teoria das affordances de Gibson (1979) e do pensamento complexo de Morin (2008). A pesquisa desenvolvida é de cunho qualitativo, empírico e exploratório, tendo sido utilizada em sua metodologia as técnicas de Moraes e Mont’Alvão (2010) como base para modelagem do ecossistema comunicacional da marca Farm, a observação sistemática de Gil (2010) para coleta de dados sobre o ambiente selecionado como sistema-alvo de análise e a análise de conteúdo de Bardin (2011) sobre os dados coletados por meio de entrevistas aplicadas às consumidoras da marca. O desenvolvimento da pesquisa se deu na loja física da marca Farm, localizada no Shopping Manauara, na cidade de Manaus, dentro do Programa de Pós-graduação em Ciências da Comunicação – PPGCCOM da Universidade Federal do Amazonas - UFAM. Como principais resultados podem ser mencionados a apresentação da complexidade comunicacional da marca Farm por meio da modelagem sistêmica dos seus pontos de contato, com a consequente localização do ambiente da loja física e do aroma de ambiente dentro desse ecossistema. Destaca-se, ainda, a caracterização dos efeitos da semiose exercida sobre o consumidor durante a experiência de consumo estudada.

Diploma thesis "Sensory and emotional marketing" deals with engagement of sensory stimulations and try to clarify their meaning in commercial communication. It approaches this issue for which struggles to create a theoretical background. Emphasis is placed on the use of sensory stimuli, both within the various communication products or services, but also multiple-sensory involvement in the brand communication. After defining the basic concepts of marketing and brand management, the work is fully focused on the consumer and his behavior in the shopping environment. It also brings to the multiple-sensory communication as an opportunity, through which companies can gain a competitive advantage in the market. On the basis of practical examples there is demonstrated the effectiveness of the involvement of multiple sensory stimuli toward consumers. The final text is devoted an investigation, that was as part of this work done, and produces results revealing the importance of individual factors, focusing on selection of coffee and cafes.

Solicitud de envío manuscrito de artículo científico. / La presente investigación analiza las percepciones de la autoestima en mujeres como receptoras de mensaje frente al uso del femvertising en el branding emocional en el sector higiene, específicamente, en el caso #Muéstranos (Dove Perú, 2019) de Dove. Son escasos los estudios sobre las percepciones de las mujeres en relación con su autoestima frente al uso de estas estrategias. Para este análisis, las informantes son mujeres entre los 25 a 35 años y pertenecen al NSE B de los distritos de La Molina, San Borja, San Miguel y Santiago de Surco. La metodología se basó en un estudio de caso con un enfoque cualitativo y se realizaron entrevistas a profundidad. Los principales hallazgos nos permiten sostener que la autoestima es un concepto subjetivo y heterogéneo. Por su lado, el femvertising llama a la consolidación de la autoestima para, luego, generar cambios a nivel colectivo. Ambos conceptos se encuentran relacionados, dado que la naturaleza del femvertising es empoderar y, para ello, se ha de tener una autoestima afianzada. Asimismo, el desarrollo de temas relacionados con la autoestima desde el branding emocional permite generar mayor identificación e incita a valorar lo diverso. Resulta relevante la exploración de las percepciones de la autoestima en estas estrategias publicitarias, puesto que tienen como común denominador la subjetividad. Finalmente, se presenta mayor apertura por el branding emocional en comparación con el femvertising porque este último implica un cambio colectivo y, por tanto, estructural en la sociedad. / The hereby research analyzes the perceptions of self-esteem in women as recipients of messages related to the use of femvertising in emotional branding in the hygiene sector, specifically in the case study campaign #Muéstranos (Dove Perú, 2019) from Dove. There are only a few studies about women’s self-esteem perception in regard to the application of these strategies. For this analysis, the informants are women between the ages of 25 and 35 that belong to the socioeconomic level B from the districts of La Molina, San Borja, San Miguel and Santiago de Surco. The methodology was based on a case study with a qualitative approach and in-depth interviews were conducted. The main findings from this analysis, let us state that self-esteem is a subjective and heterogeneous concept. Femvertising calls for the consolidation of self-esteem in order to then generate changes at the collective level. Both concepts are related, since the nature of femvertising is to empower and, to achieve this, you must have a consolidated self-esteem. Likewise, the development of issues related to self-esteem by emotional branding increases identification and encourages to value the human diversity. The exploration of perceptions of self-esteem in these advertising strategies is relevant, since they have subjectivity as a common denominator. Finally, it is evident that there is more openness to emotional branding in comparison to femvertising because the latter implies a collective and structural change in society. / Tesis

El presente trabajo surge ante la necesidad de analizar, como gran oportunidad, el uso de la herramienta del branding emocional para generar la emoción del orgullo y reforzar el vínculo consumidor- marca. Caso de estudio: “Contigo aprendí” con Paolo Guerrero y realizada por el BCP en el 2018. El objetivo de esta investigación es determinar de qué manera el branding emocional puede conectar con el público, mediante la emoción del orgullo para reforzar el vínculo consumidor-marca. Asimismo, busca identificar si el branding emocional se puede utilizar para motivar la preferencia y evaluar si es una herramienta útil para ayudar a las marcas a diferenciarse. También busca comprender cómo el orgullo funciona como herramienta para reforzar la conexión con el público peruano de manera positiva. La metodología usada es de enfoque cualitativo a través de la técnica de entrevistas, las cuales se realizarán a un público específico de hombres y mujeres peruanos entre 20-30 años con acceso a tarjetas en bancos. / This work arises from the need to analyze, as a great opportunity, the use of the emotional branding tool to generate the emotion of pride and reinforce the bond between the consumer-brand. Case study: “With you I learned” with Paolo Guerrero and carried out by BCP in 2018. The objective of this research is to determine how emotional branding can connect with the public, through the emotion of pride to reinforce the consumer-brand link. It also seeks to identify if emotional branding can be used to motivate preference and to evaluate whether it is a useful tool to help brands differentiate themselves. The research also seeks to understand how pride works as a tool to reinforce the connection with the Peruvian public in a positive way. The methodology used is of a qualitative approach through the technique of interviews, which will be carried out with a specific audience of Peruvian men and women between 20-30 years old with access to bank cards. / Trabajo de investigación