Las marcas tienen dos esferas, la identidad e imagen de marca. Dentro de la identidad de marca
está el logo. Este es el primer vínculo con los consumidores. Muchas marcas renovaron su logo
durante la pandemia, apoyando el distanciamiento social. El motivo de la investigación es el
interés por llenar un vacío académico que explore el involucramiento en marcas que realizaron
un proceso de rebranding por motivos de una pandemia. El objetivo principal del presente
artículo es analizar cómo influye el involucramiento con las marcas que modificaron
temporalmente sus logos con motivo del aislamiento social frente a las marcas que no lo
hicieron. La metodología tiene un enfoque cualitativo desarrollando entrevistas personales y
siguiendo una guía de preguntas. Los colaboradores son hombres y mujeres de 25 a 35 años, con
nivel socioeconómico B y C, con o sin grado académico, solteros y residentes en Lima
Metropolitana. Casos: Mercado Libre, Alianza Lima y Mercedes Benz. El hallazgo principal es
que sí hay mayor involucramiento con las marcas que cambiaron su logo de manera temporal por
la pandemia. Debido a que los consumidores sienten atracción cuando las marcas realizan ayuda
social porque se diferencian de la competencia (Martínez & Rodrigues, 2018) / Brands have two spheres, identity and brand image. Within the brand identity is logo. This is
the first link with consumers. Many brands renewed their logo during pandemic, supporting
social distancing. The reason for the research is because there is no academic literature that
has explored the involvement of brands that underwent a rebranding process due to a
pandemic. The main objective of this article is to analyze how brand involvement influences
brands that temporarily modified their logos due to social isolation versus brands that did not.
The methodology has a qualitative approach developing personal interviews and following a
question guide. The target are men and women between the ages of 25 and 35, with
socioeconomic status B and C, with or without an academic degree, single and residents of
Lima. Cases: Mercado Libre, Alianza Lima and Mercedes Benz. The main finding of the
investigation is that the public have greater involvement with the brands that temporarily
changed their logo due to the pandemic. The main finding is that there is involvement with
the brands that temporarily changed their logo due pandemic. Consumers feel attraction when
brands perform social assistance because they differentiate themselves from competition
(Martínez & Rodrigues, 2018). / Trabajo de investigación
| Identifer | oai:union.ndltd.org:PERUUPC/oai:repositorioacademico.upc.edu.pe:10757/658135 |
| Date | 12 September 2021 |
| Creators | Uehara Laura, Jazmín Allison |
| Contributors | Solari Martin, Davide Federico |
| 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/msword, application/epub, application/pdf |
| Source | Repositorio Académico - UPC, Universidad Peruana de Ciencias Aplicadas (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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