Citas bibligráficas
Dávila, A., (2021). Percepción de expertos en publicidad acerca de la estrategia de Budweiser en el fútbol femenino [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659761
Dávila, A., Percepción de expertos en publicidad acerca de la estrategia de Budweiser en el fútbol femenino [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/659761
@misc{renati/1292090,
title = "Percepción de expertos en publicidad acerca de la estrategia de Budweiser en el fútbol femenino",
author = "Dávila Loaiza, Alison",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
In recent decades, women's soccer has gained visibility and sponsorship by brands in several countries, however, in Peru it is not given the same importance and impulse that is given to men's soccer, despite the fact that there is a league women's and international tournaments. This academic article analyze whether the use of gender equality in the promotion of Budweiser could positively influence the sponsorship of Peruvian women soccer. The research is naturalistic paradigm with qualitative approach, for which individual interviews were conducted with specialists in advertising applying a semi-structured questionnaire. As a result, the specialists consider that sponsorship in Peruvian women's soccer is a long way to go that first needs to have an interest on the part of soccer fans so that brands can just start sponsoring that sport. In the same way that a sponsorship in a social problem such as gender equality would help brands to be better seen and that their values would be aligned with the values of their consumers.
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons