Bibliographic citations
Salazar, L., (2020). Percepción de los hinchas de Alianza Lima sobre el patrocinio del Banco Pichincha: Caso spot “El Escudo”. Lima, 2019 [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653095
Salazar, L., Percepción de los hinchas de Alianza Lima sobre el patrocinio del Banco Pichincha: Caso spot “El Escudo”. Lima, 2019 [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653095
@misc{sunedu/4383729,
title = "Percepción de los hinchas de Alianza Lima sobre el patrocinio del Banco Pichincha: Caso spot “El Escudo”. Lima, 2019",
author = "Salazar Gutierrez, Lenin Boris",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Currently, perception is a mental process where the information acquired from an advertisement goes through a cognitive and emotional-affective process to lead to the development of a certain behavior towards a brand. In that sense, when a sponsorship action is developed between two commercial entities, the sponsor will always seek to generate a positive perception in its potential clients, who are related to the sponsored One of the most popular professional soccer teams in the country is the Club Alianza Lima, which is sponsored by the financial entity Banco Pichincha, for which, on the front of the club's shirt, there is located the image of the brand of Banco Pichincha. This sponsorship contract has been in force since November 2018 (Gestión, 2019). In this sense, this research work is related to the advertising spot developed by Banco Pichincha in 2019 called "El Escudo", which was withdrawn in the hours after its launch due to criticism gestated by fans of the Club Alliance Lima. That is why the general objective of this research work will be to analyze the perception of the fans of the Club Alianza Lima on the sponsorship of Banco Pichincha in the advertising spot: "El Escudo", Lima, 2019. In that sense, A qualitative research will be applied to analyze the perception of the specific case and for which, a structured interview guide will be developed to gather information. Likewise, the research will be complemented with the contribution of other studies, developed by different researchers in the field of consumer perception and sponsorship. The findings indicated that the advertising spot, although at first it generated annoyance, this was diluted with the passing of the days, since they prioritized the economic support of Banco Pichincha to the Club Alianza Lima. For this reason, the interviewees did not take behaviors either for or against. This allows us to conclude that sponsorship is an advertising activity that isolates any negative context between a sponsoring brand and its target audience.
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