Bibliographic citations
Cavero, S., (2024). Romper el desorden: El papel de la controversia en la mejora de la actitud hacia la marca. El caso de Entel y Susy Díaz [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/675236
Cavero, S., Romper el desorden: El papel de la controversia en la mejora de la actitud hacia la marca. El caso de Entel y Susy Díaz [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/675236
@misc{renati/1298828,
title = "Romper el desorden: El papel de la controversia en la mejora de la actitud hacia la marca. El caso de Entel y Susy Díaz",
author = "Cavero Levy, Sebastian Miguel",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
This paper analyzes the reason why people decide to trust controversial celebrities who are outside the common values and who participate in Peruvian advertising, generating as a consequence of their appearances a positive brand attitude towards the brand they advertise. In addition, through the phenomenological qualitative research methodology we analyzed a group of spots of the Entel brand in order to discover that Peruvian consumers are quite aware of the character of Susy Diaz and the sum of her positive experiences, and the comedy that the character employs, allow the brand attitude to be positive, reinforce the positive values of the character with the brand, the interest in buying the brand's products is increased and even the interest in receiving more advertising from Entel increases. Therefore, a controversial character like Susy Diaz allows you to connect with the characters for a longer time and perpetuate the positive brand attitude over time.
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