¿Qué efectos causan en una marca un mal comportamiento de la persona que le da patrocinio?

• Autores: Carmen Palomo Ávila
• Localización: RA & DEM: Revista de Administración y Dirección de empresas, ISSN-e 2603-8099, Nº. 7, 2023, págs. 256-276
• Idioma: español
• Enlaces
  • Texto completo
• Resumen
  • español

    Este Trabajo de Fin de Grado muestra una investigación realizada a menores de 25 años de Córdoba. El objetivo de esta investigación es conocer los efectos que causan en las marcas un mal comportamiento de la persona que le da patrocinio. La publicidad ha evolucionado hasta lo que hoy conocemos como marketing digital. Dentro de las estrategias que siguen las empresas para expandir su imagen, una de las que más se está llevando a cabo son las colaboraciones con influencers, cuyas comunidades de seguidores permiten que los productos lleguen a un mayor público objetivo. Sin embargo, unos comportamientos inapropiados por parte de estas figuras públicas podrían causar un impacto negativo en las marcas. Los resultados obtenidos demuestran que las consecuencias recaen principalmente en la reputación e imagen del propio influencer involucrado en dichos comportamientos inapropiados, en lugar de afectar a la marca con la que mantiene una relación de patrocinio

  • English

    This dissertation presents a research study conducted in the city of Córdoba, focusing on individuals aged under 25. The objective of this research is to explore the impact that a sponsor's misconduct has on brands. Advertising has evolved into what we today know as digital marketing. Within this context, companies employ diverse strategies to enhance their brand image and reach a broader audience. Among these strategies, one of the most interesting and widely employed today is collaborations or sponsorships with influencers. Considering the extensive follower bases of these influencers, brands can effectively expose their products to a larger target audience. However, inappropriate behavior from these public figures can also have a very negative impact on brands. The study demonstrates that the consequences predominantly affect the reputation and personal image of the influencer involved in such inappropriate behaviors, rather than affecting the brand with which they maintain a sponsorship relationship

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