Wokebranding: causas sociales como estrategias de marca. Un estado del arte en Chile

• Sebastián Goldsack-Trebilcock ^[2] ; Claudia Labarca ^[1] ; Constanza Mujica ^[1]
  1. [1] Pontificia Universidad Católica de Chile

     Pontificia Universidad Católica de Chile

     Santiago, Chile

     
  2. [2] Universidad de los Andes, Chile
• Localización: Comunicación y sociedad, ISSN 2448-9042, ISSN-e 0188-252X, N. 19, 2022
• Idioma: español
• DOI: 10.32870/cys.v2022.7835
• Títulos paralelos:
  • Wokebranding: social causes as branding strategies. State of the art in Chile
• Enlaces
  • Texto completo
• Dialnet Métricas: 1 Cita
• Resumen
  • español

    Las marcas han escogido diferentes modos de generar adhesión entre los consumidores, desde modelos basados en atributos, beneficios y valor, hasta la toma de posturas políticas críticas y el abrazar causas sociales; esto se conoce como Wokebranding. Basada en la recopilación de datos primarios y desde una perspectiva cualitativa y exploratoria, esta investigación pretende ayudar a entender el estado del arte de esta tendencia en Chile. El caso de estudio muestra las dificultades que se presentan para la adopción de este tipo de tendencias en el marco de una industria publicitaria debilitada. Este trabajo, así, intenta contribuir a la escasa atención académica que se la ha puesto a estos temas en América Latina

  • English

    Brands have chosen different ways of generating value; from models based on attributes, benefits and value, to taking critical political positions and embracing social causes, knownas Wokebranding. Based on the collection of primary data and from a qualitative and ex-ploratory perspective, this research helps to understand the state of the art of this trend in Chile. The case study shows the difficulties for a rapid adoption of this type of tendency in the context of a weakened industry. This study tries to contribute to the scarce academic attention that has been put to these topics in Latin America

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