Bibliographic citations
Manrique, J., (2018). El rol de la antropomorfología en la creación de personajes publicitarios para generar credibilidad de marca. Caso de papelerías [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/625241
Manrique, J., El rol de la antropomorfología en la creación de personajes publicitarios para generar credibilidad de marca. Caso de papelerías [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2018. http://hdl.handle.net/10757/625241
@misc{renati/367882,
title = "El rol de la antropomorfología en la creación de personajes publicitarios para generar credibilidad de marca. Caso de papelerías",
author = "Manrique Vial, Javier Jesus",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2018"
}
Different authors suggest that a company with a reliable brand has a substantial competitive advantage, based on long-term relationships with consumers. So, part of the communication strategies must focus on reaching and building the “Brand Trust“. One of the ways to do this is through the creation of anthropomorphic characters. The reason is that anthropomorphism describes the tendency to imbue the real or imaginary behavior of non-human agents with characteristics, motivations, intentions or emotions similar to humans; giving its brands benefits such as (1) greater attributions of the personality of the brand, and (2) greater emotional connections with the brand. Previous research highlighted that, within the formal representation, the anthropomorphic advertising character must possess at least one of these four criteria: Linguistic ability, ability to transmit emotions, human use of clothing and accessories; and Show human abilities. In order to determine which is the most important to generate Brand Trust, in this work three cases were taken from the Peruvian market, within the category of toilet and towel paper: Teresita, Scott's elephant; Horacio, the African hedgehog from Elite; and the roll of paper, Top, of the brand with the same name. In this sense, in the present work it was demonstrated, through different research tools, that the ability to transmit emotions is the most important anthropomorphic characteristic for a carácter, to generate Brand Trust.
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