Citas bibligráficas
Espirilla, A., (2020). Identidad de marca en relación a la intención de compra de festivales musicales en Lima Metropolitana [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/652977
Espirilla, A., Identidad de marca en relación a la intención de compra de festivales musicales en Lima Metropolitana [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/652977
@misc{sunedu/3004999,
title = "Identidad de marca en relación a la intención de compra de festivales musicales en Lima Metropolitana",
author = "Espirilla Acosta, Adriana Claudia Erika",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
The subject of this research focuses on the development of brand identity in music festivals in metropolitan Lima in relation to the intention of buying them. In order to analyze this relationship, the brand identity was broken down into 3 indicators: Credibility, trust and Image. Likewise, to measure this correlation, interviews were conducted with experts and users, but a qualitative study was also carried out, which was leveraged in 250 digital surveys of the target audience. It is necessary to mention that this study began before the covid-19 pandemic, therefore the qualitative stage of the research was carried out digitally. Likewise, the final discussion includes a new virtual panorama, as it is a new trend in this area. This study will allow producers and their stakeholders to have a clearer picture of what is relevant to the consumer and, furthermore, how strategies could be refined to go from being a music festival to an attractive experience for the client.
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