Este estudio analiza cómo la publicidad social a través de la estrategia del storydoing publicitario puede generar brand trust en el contexto del Covid-19. El estudio se posiciona en el paradigma interpretativo y su enfoque es cualitativo. Su diseño es el estudio de caso del anuncio “Delivery a Burger King”, en el cual la marca ofrece su apoyo a restaurantes pymes peruanos por la crisis económica durante la pandemia. Se realizaron 16 entrevistas semiestructuradas a adultos de 5 distritos de Lima entre 25 a 35 años. Como resultado, el vínculo de una buena relación del consumidor con la promesa del propósito de marca y llevar a cabo soluciones concretas a una comunidad, es lo que permite que el storydoing genere brand trust. Asimismo, integrar a personajes reales que reciben la experiencia en la narrativa consolida una conexión emocional con el espectador. Sin embargo, no se debe perder la continuidad y visibilidad en la iniciativa, de lo contrario hay riesgo de que se señalen dudas en la intención de la marca. / This study analyzes how social advertising through the advertising storydoing strategy can generate brand trust in the context of Covid-19. The study is positioned in the interpretive paradigm and its approach is qualitative. Its design is the case study of the ad “Delivery a Burger King”, in which the brand offers its support to Peruvian restaurants due to the economic crisis during the pandemic. 16 semi-structured interviews were conducted with adults from 5 districts of Lima between 25 and 35 years old. As a result, the link of a good consumer relationship with the promise of the brand purpose and carrying out concrete solutions to a community, is what allows storydoing to generate brand trust. Likewise, integrating real characters who receive the experience into the narrative consolidates an emotional bond with the viewer. However, the continuity and visibility of the initiative should not be lost, otherwise there is a risk that doubts will be raised in the intention of the brand. / Tesis
| Identifer | oai:union.ndltd.org:PERUUPC/oai:repositorioacademico.upc.edu.pe:10757/659034 |
| Date | 22 November 2021 |
| Creators | Espino Landeo, Anggie Jhosselyn |
| Contributors | Gallardo-Echenique, Eliana Esther |
| Publisher | Universidad Peruana de Ciencias Aplicadas (UPC), PE |
| Source Sets | Universidad Peruana de Ciencias Aplicadas (UPC) |
| Language | Spanish |
| Detected Language | English |
| Type | info:eu-repo/semantics/bachelorThesis |
| Format | application/pdf, application/epub, application/msword |
| Source | Universidad Peruana de Ciencias Aplicadas (UPC), Repositorio Académico - UPC |
| Rights | info:eu-repo/semantics/openAccess, Attribution-NonCommercial-ShareAlike 4.0 International, http://creativecommons.org/licenses/by-nc-sa/4.0/ |
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