Bibliographic citations
Uchuya, V., (2022). Percepción de los mensajes publicitarios durante la crisis de Gloria para la renovación de confianza [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659870
Uchuya, V., Percepción de los mensajes publicitarios durante la crisis de Gloria para la renovación de confianza [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/659870
@misc{renati/1292152,
title = "Percepción de los mensajes publicitarios durante la crisis de Gloria para la renovación de confianza",
author = "Uchuya Canales, Valery Solange",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
The main objective of this research is to analyze the perception of the advertising messages that the Gloria brand issued during crisis management to renew confidence in women between 36 and 56 years from Metropolitan Lima. This study is relevant because, although the crisis occurred in 2017, Gloria's advertising messages in order to restore trust have continued to be issued up to the present time. Also, there is no previous research that addresses the aforementioned crisis, analyzing the advertising messages, crisis management and confidence renewal categories. The methodology uses a qualitative approach. The crisis of Pura vida, a Gloria's group brand, was used as a case study, and three focus groups were carried out. This research concludes that the product-type advertising messages issued by the Gloria brand in the initial phase of the crisis were negatively perceived by the participants, thus affecting the consumers' confidence. Subsequently, the testimonial and institutional messages of the post-crisis stage were positively perceived by the participants, helping to rebuild trust. Regarding the crisis management of the Gloria brand, it is concluded that at the beginning it was perceived as improvised; however, in the post-crisis phase, actions were carried out that were perceived as closer, being the stage most remembered by consumers. Finally, after long-term work, according to consumers, the trust in the brand has been rebuilt and consumption of its dairy products has resumed.
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