Referencias culturales y su importancia en la identificación con las marcas

The objective of this study is to analyze the presence of cultural references in the spot "Let's make a Peru that gives us pleasure" of the Inca Kola brand in men and women between 18 and 25 years old. Some interviewees are skeptical about the authenticity of the representations of et...

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Published in:RISTI : Revista Ibérica de Sistemas e Tecnologias de Informação 2024-07 (E71), p.552-561
Main Authors: Aliaga-Huertas, Ana Lucía, Solari-Martin, Davide, Gallardo-Echenique, Eliana
Format: Article
Language:Spanish
Subjects:
Multiculturalism & pluralism
Patriotism
Representations
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Summary:The objective of this study is to analyze the presence of cultural references in the spot "Let's make a Peru that gives us pleasure" of the Inca Kola brand in men and women between 18 and 25 years old. Some interviewees are skeptical about the authenticity of the representations of ethnic diversity, so it is recommended to conduct a quantitative study to measure the perceived lack of authenticity in these representations, to improve future diversity strategies. Keywords: Cultural references; narrative; brand image; patriotism; identity; cultural references. i. Introducción La identidad nacional o de pertenencia a una cultura, hace sentir al individuo que es parte de un todo, un crisol en donde las diferencias externas se desvanecen y la unidad sale a relucir (Kühschelm, 2020). En la campaña llamada "No way Norway" de General Motors en 2021, se observa como el actor Will Ferrell anima a sus compatriotas, en este caso un par de actores, a ir con él a Noruega para demostrar que su país es el mejor productor de vehículos eléctricos (AdAge, 2021).
ISSN:1646-9895