Bibliographic citations
Rivero, K., (2019). El tercer espacio: una experiencia que comunica la personalidad a través de la personificación de marca. Caso flagship store butrich [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653324
Rivero, K., El tercer espacio: una experiencia que comunica la personalidad a través de la personificación de marca. Caso flagship store butrich [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/653324
@misc{renati/1288340,
title = "El tercer espacio: una experiencia que comunica la personalidad a través de la personificación de marca. Caso flagship store butrich",
author = "Rivero Medina, Katia",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
This investigation focuses on the study of experiences of the third space through flagship stores and how this space uses brand personification to communicate its personality related to the fashion sector. The analyzed case is about Jessica Butrich’s flahship store, the target market were socio-economic status B women between 24 to 40 years old. The importance of this research is reflected in the contributions it has in the field of advertising and peruvian marketing, given that flagship stores are a different way of advertising the brand in 3D. The objective of this investigation is to identify how the third space experience related to Jessica Butrich’s flagship store can communicate the brand’s personality through its personification among 24 to 40 years old women. The used methodolody was based on the qualitative approach and the main tool used for this methodolody was the in-depth interviews. Three main findings were achieved. The first finding was the recognition of Jessica Butrich as the personification of her own store. The second finding is everything about mouth to mouth advertising. The third and final finding is about Butrich’s flagship store as a place of relaxation and fun. Finally, when a good brand personality is developed, the third space experiences are positive, and the use of personification helps to communicate and reach the consumer. Butrich’s best advertisement is its own flagship store.
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