Wokebranding: social causes as branding strategies. State of the art in Chile
Brands have chosen different ways of generating value; from models based on attributes, benefits and value, to taking critical political positions and embracing social causes, known as Wokebranding. Based on the collection of primary data and from a qualitative and exploratory perspective, this rese...
| Authors: | , , |
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| Format: | article |
| Status: | Published version |
| Publication Date: | 2021 |
| Country: | México |
| Institution: | UNIVERSIDAD DE GUADALAJARA |
| Repository: | Comunicación y Sociedad |
| Language: | Spanish English |
| OAI Identifier: | oai:comunicacionysociedad.cucsh.udg.mx:article/7835 |
| Online Access: | https://www.comunicacionysociedad.cucsh.udg.mx/index.php/comsoc/article/view/e7835 |
| Access Level: | Open access |
| Keyword: | Branding WokeBrands WokeAdvertising Corporate Activism Chile Activismo corporativo |
| Summary: | Brands have chosen different ways of generating value; from models based on attributes, benefits and value, to taking critical political positions and embracing social causes, known as Wokebranding. Based on the collection of primary data and from a qualitative and exploratory perspective, this research helps to understand the state of the art of this trend in Chile. The case study shows the difficulties for a rapid adoption of this type of tendency in the context of a weakened industry. This study tries to contribute to the scarce academic attention that has been put to these topics in Latin America. |
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