Citas bibligráficas
Tavara, R., (2021). Igualdad de género, conexión emocional y valor de marca: Pilsen Callao y el público millennial [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/658130
Tavara, R., Igualdad de género, conexión emocional y valor de marca: Pilsen Callao y el público millennial [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/658130
@misc{renati/397796,
title = "Igualdad de género, conexión emocional y valor de marca: Pilsen Callao y el público millennial",
author = "Tavara Campos, Rosa Angela",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
This article analyzes the message of gender equality promoted by Pilsen Callao's advertising campaign: ‘Friendship without differences’, through the redefinition of gender where women seek to break with social stigmas. Through this qualitative study, with a naturalistic paradigm, it was analyzed how this message can be part of an emotional connection with brand equity in the millennial generation. For this reason, 20 interviews were conducted with men and women whose ages range from 21 to 35 years, young adult population. Today's women consumers need advertising that recognizes them and does not discriminate against them through the advertising message. The millennial public seeks to generate a change without reproducing the conservative ideas of the previous generation and they seek a more egalitarian society open to change.
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons