Bibliographic citations
Jaimes, R., (2023). Storytelling del cuy mágico como aliado para la reputación de marca del BCP". Caso: “La tómbola navideña [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/671794
Jaimes, R., Storytelling del cuy mágico como aliado para la reputación de marca del BCP". Caso: “La tómbola navideña [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/671794
@misc{renati/1297094,
title = "Storytelling del cuy mágico como aliado para la reputación de marca del BCP". Caso: “La tómbola navideña",
author = "Jaimes Quiroz, Ronald Kenyi",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
Cultural business practices in Peru relate to adapting, building brand reputation and understanding the transformation of cultural values. Business people and consumers receive useful information through advertising that provides them with recommendations. This research analyses the use of fictional characters as a storytelling strategy to build brand reputation in the BCP's campaign "La tómbola navideña del Cuy Mágico" (The Magic Cuy Christmas raffle) among businessmen and businesswomen between the ages of 33 and 43 in the District of Chanchamayo. It is based on a naturalistic paradigm, using a qualitative approach with a case study design, and semi-structured interviews were conducted with 15 male and female entrepreneurs. The main findings show that the participants identify the fictitious character as familiar because of the gestures and colours that express joy and creativity, because for them it represents a symbol of the Andean culture of Peru. It is shown that the fictitious character of the guinea pig has a background that makes him trust the bank as creative for recreating a very popular game in his district, i.e. he invites the public to participate during his exhibition time. Likewise, the entrepreneurs point out that the bank motivates them to continue working with them, because the fictitious character in the BCP storytelling conveys a message of economic growth and offers the option of earning by saving; the participants point out that the bank is striving to be better every day.
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