Bibliographic citations
Ortega, R., (2020). El Femvertising y la imagen de una marca de género masculino desde la perspectiva masculina [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653959
Ortega, R., El Femvertising y la imagen de una marca de género masculino desde la perspectiva masculina [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653959
@misc{sunedu/3092616,
title = "El Femvertising y la imagen de una marca de género masculino desde la perspectiva masculina",
author = "Ortega Mendoza, Regina Mariela",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
The present work arises from the need to contribute to studies on brand image in relation to Femvertising, from the male perspective. Specifically, this research with a qualitative approach, aims to identify how the Femvertising discourse influences the image of a male brand. To this end, the main concepts related to Femvertising are developed, from its origin to its characteristics, as well as the concepts related to brand image. Next, we seek to understand the position of men on a male brand. This research will be complemented with the case study of: "Pilsen Callao is not for men or women, it is for legs". For this purpose, interviews were conducted with the brand's primary target audience, men between 20 and 35 years old. Finally, the study presents the conclusions of the results, findings, limitations and recommendation.
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