Bibliographic citations
Baldeón, M., (2020). El rol de las campañas de responsabilidad social en la construcción de valor de marca [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653363
Baldeón, M., El rol de las campañas de responsabilidad social en la construcción de valor de marca [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653363
@misc{renati/392107,
title = "El rol de las campañas de responsabilidad social en la construcción de valor de marca",
author = "Baldeón Eizaguirre, Mayra Alejandra",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Today, consumers are stricter when it comes to making a purchase, as they are more informed about the impact of consuming a particular item on their health or the environment. It is for this reason that they give greater value to companies that adopt responsible behaviour and that generate well-being for society. Faced with this reality of ethical consumption, brands face increasing pressure to integrate these values into their identities and show their commitment at the corporate level. This "pressure" can become an opportunity to differentiate themselves from their competitors. The value proposition is essential in an environment such as the one mentioned above. A powerful brand, recognised for its responsibility to society, provides an important competitive advantage as it allows its market niche to be extended to new emerging consumers. The means by which companies can pass on the new values adopted are social campaigns. Its correct application will allow to create long term relationships and to strengthen the fidelity of its clients towards its products. As a success story, it was considered appropriate to analyse the management of Avon's social responsibility campaign. For more than 20 years, the corporation has joined the fight against Breast Cancer through the Avon Crusade. This initiative promotes research, education, prevention and treatment of the condition, emphasizing timely detection as a preventive measure.
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