Bibliographic citations
Yarango, Y., (2020). El Body Positive como recurso motivador de la intención de compra de las marcas hedónicas. Caso Cyzone [Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/652997
Yarango, Y., El Body Positive como recurso motivador de la intención de compra de las marcas hedónicas. Caso Cyzone []. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/652997
@misc{sunedu/3628332,
title = "El Body Positive como recurso motivador de la intención de compra de las marcas hedónicas. Caso Cyzone",
author = "Yarango Alcocer, Yolanda Fátima",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Over the years, movements arose like the Body Positive emerged to question rigid beauty standards, visualize diversity in the physical image, and oppose to the paradigms around being overweight. This is how some hedonic brands included this movement in advertising through plus-size models to connect with the female audience. However, it is questioned whether these brands understand the fundamentals of this movement, the influence of the target audience's self-concept and in what aspects it could affect the brand. The importance of this research lies in the contributions obtained, first, in the advertising field by distinguishing the inclusive or commercial role of hedonic brands that seek to de-standardize beauty. Second, in the psychological field, it considers the influence of each woman's self-concept and the still persistent beauty standards in the Peruvian context. The objective of this research is to know how the Body Positive is used as a motivating resource for the purchase intention of hedonic brands, supported by the case of Cyzone and its “Love yourself” campaign. The research methodology is qualitative through focus group techniques and in-depth interviews. The study population are university women between the ages of 17 and 24 from Metropolitan Lima, who are Cyzone consumers.
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