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Item type:Publication, El rol de las marcas fabricantes ante las demandas sociales. Análisis del anuncio de cambio de marca de los productos “Negrita” por la empresa Alicorp(Universidad de San Martín de Porres, 2020-09-07)Based on the analysis of Alicorp's official statement regarding the renaming of their commercial brand "Negrita", this article suggests delving into the reasons why brands have begun to take political stands through their discourse and actions, and how these decisions have an impact on the commercial and manufacturers' brand equity as well as their consumers. Albeit interest regarding role portrayals in advertising is not a new issue: Is it possible that brands and advertising have embraced a new role as social actors? Are societal changes so powerful that they call for a brand to take a political stand towards them? Through on the outcome of these questions, and through this case-study discussion, this study seeks to explore the roots and consequences of this new brand positioning. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Consumer behavior analysis on online and offline shopping during pandemic situation(2021-10-20)Shopping has undergone a paradigm shift as a result of technological influence, with most consumers preferring online purchasing to traditional physical store shopping. The current pandemic scenario has resulted in a shift in customer spending patterns both online and offline. This paper identifies and analyses customers’ behavior towards online and retail shopping based on various factors affecting their behavior on which mode of shopping most they prefer during the pandemic situation. Primary data was used and a structured questionnaire was utilized to obtain the data. An online survey was conducted to collect from 200 heterogeneous kinds of people. The data collected were subjected to frequency analysis, Chi-square test, and Cronbach’s Alpha Test. IBM Statistical Package for Social Sciences (SPSS v23) was used for analyzing the data. The results revealed that among the various technological factors the proficiency rate of respondents utilizing, the internet has shown a significant impact on the consumers’ preference towards the mode of shopping. Factors like quick product information, a wider choice of products, better prices and discounts highly influence the consumers to opt for online shopping, whereas faster delivery time and product quality reliability and accuracy influence the consumers to choose offline shopping. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Passive consequences of brand hate: the mediating role of brand avoidance(2022-06-29)This study aims to determine the antecedents of brand patronage reduction as a consequence of brand hate, demonstrating the mediating effect of brand avoidance on passive/flight consequences of brand hate, showing their impact on a firm's brand equity. A survey was carried out with a sample of 307 consumers of mobile phone operators. The structural model was analysed using SmartPLS3. The results demonstrated that brand hate is significantly relevant in its impact on patronage reduction and brand equity. The model explained 57,9% of patronage reduction as a consequence of brand hate in a nomological explanation chain of constructs. The research demonstrated how passive/flight behaviours are generated by brand hate, indicating to managers that brand avoidance would be developed and must be prevented in order to reduce the negative impacts on patronage reduction and brand equity. Despite the relevance of negative consumer-brand relationships, no study has adequately explained patronage reduction as a consequence of brand hate. Furthermore, this is the first study to demonstrate the relevant role of brand avoidance, acting as a mediator in the relationship between brand hate and its consequences, presenting negative impacts on patronage reduction and brand equity. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Pachamama 5 estrellas: Análisis de las estrategias publicitarias digitales de venta de suelo periurbano en Urubamba - Cusco(Pontificia Universidad Católica del Perú, 2023-11-22)In a context of constant peri-urban transformation as a result of adaptation to new demands and expansion of urban capital in strategic investment areas, the possibility of shaping the city appears as one of the main guidelines for local development in Cusco as the city responds to systems of relationships and complementary processes of action and reaction. In this sense, within a framework of premeditated transformation, in the case of Urubamba (Cusco), an area that has seen its tourist potential increase in recent years, this work aims to analyze the advertising of two pages of lots sales as a means of crystallizing the strategies adopted by private capital to promote and generate value within those opportunity spaces. For this, we collected information from 10 advertisements of ¿A dónde vivir? and Urbania.pe carried out in 2022. It is found that there are four types of land promotion strategies, i) provision of basic services and ii) luxury services, both framed in the notion of “strategic beautification” both as complementary strategies; iii) the tourism investment model and iv) formality-legality, central components of urban transformation within spaces for sale and which are the common denominator in purchase promotion strategies. As part of the studies on peri-urbanization of agricultural land from a more subjective approach to analyze the formation of land prices, it is concluded that the generation of “competitive” rents between urban and rural lands is a central element for the demarcation of its use. Likewise, the use of these strategies are the reflection of a type of collective imagination about the area, which, in turn, contributes to the shared construction of the marketable value of the offered land. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Notes and Advances of the Peruvian Digital Curation of Images from Early 20th Century Printed Magazines(Atlantis Press, 2023-09-30)In Latin America, there is an absence of digital curation promoting the dissemination of graphic information from printed journalistic products for the general public, which could, at the same time, contribute to their country's memory. For this reason, the article delves into the research-creation project "Images of Peruvian Society at the Dawn of Peruvian Independence Centenary: Virtual Curation of Visual Imaginaries of Modernity," financed by a Peruvian university. The project investigates imaginaries from Lima during President Legua's government (1919)(1920)(1921)(1922)(1923)(1924)(1925)(1926)(1927)(1928)(1929)(1930)-known as the "oncenio"-through caricatures, advertising, and covers of two illustrated magazines: Variedades and Mundial. This article details the categorization and analysis stage only in the case of advertising images. From the interpretive paradigm, a qualitative analysis guide with a deductive approach was applied to an intentional sample of three images of Horniman's Tea advertisements, a well-known English brand in the food industry. John Thompson's method of depth hermeneutics [1] was applied, carrying out historical social analysis, discursive analysis, and interpretation and reinterpretation. The main results showed that the dissemination of advertisements, sponsored by Peruvian power groups, fostered new cultural codes of European origin and were superimposed on the majority of cultural values in Lima's society at the beginning of the 20th century. This article contributes to research lines related to the digital curation of journalistic and advertising products, as well as to visual studies. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness: Case Study of Ecuador(2023-12-20)The present study identified the influence of green advertising and eco-labels on the attitude and environmental awareness of millennials who purchase ecological products in shopping centers in Ecuador. The research was quantitative, correlational and with a cross-sectional design. A total of 430 millennials participated in the study. A 20-question survey was applied in person outside the shopping centers of Quito and Guayaquil - Ecuador. The convergent and discriminant validity of the research model was verified using Confirmatory Factor Analysis (CFA) and Structural Equation Models (SEM). SPSS 20 and AMOS 24 programs were used for statistical analysis. The results show that green advertising influences environmental attitudes (β: 0,245) and awareness (β: 0,110) and specifically influences purchasing behaviour (β: 0,154) for green products. Although eco-labels do not directly influence purchasing behaviour (β: 0,128), they influence the attitudes (β: 0,406) and ecological awareness (β: 0,277) of millennials who buy organic products. This article is one of the first studies to identify the relationship between green advertising elements and green product purchasing behaviors among millennials in a developing country, concluding that marketing strategies based on green advertising and eco-labels have an impact on the attitude and environmental awareness of millennials, but only advertising directly affects purchasing behaviour while eco-labels do not. This research has social implications since it corroborates that millennials are concerned about environmental problems and are willing to contribute to sustainability. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Semiótica del consumo. Metodología para el análisis publicitario desde una perspectiva integral(2025-03-01)The aim of this article is to propose a consistent methodological approach for the analysis of advertising discourse and consumption practices from a perspective that integrates market economy semiotically as context. It argues that there is an epistemological limitation in semiotic analysis of consumption due to methodological commitments during the analysis procedure. Thus, advertising and consumption semiotics, limited to the analysis of a single text (commercial, billboard, advertisement), assume their object of study as abstracted from social relations. From this “monotextual” viewpoint, the consumer society is conceived as a contextual production framework that does not participate in the semiotic interpretation of advertising materials. This article advocates for a semiotics capable of integrating advertising discourses, consumption practices, and various historical processes of the market economy by considering them as texts. To achieve this, it presents the methodological approach assuming an expanded notion of textuality, affirming the market economy as part of the production of meaning in advertising materials. Once the context (economy) is established as another text, three main logics (practical-critical/manufacture, utopian/semiocapitalism, and ludic/hyperconsumption) are identified between advertising discourse and consumption practices. This methodological model stands as an analytical tool for the analysis of advertising discourse.8 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Los «inicios» del diseño gráfico peruano: entre la tradición extranjera y la persistencia de lo local(Pontificia Universidad Católica del Perú, 2025-12-10)Official Peruvian historiography has consistently pointed to the late 1950s as the early years of professional graphic design in Peru. Characterized by the commercial expansion of the country’s major economies, the decade also saw the arrival of foreign graphic artists in Lima and the emergence of educational institutions linked to the teaching of the discipline. Thus, approaches to these “early years” have primarily prioritized the “modernizing” narrative of foreign influence as part of its consolidation as a professional practice and have overlooked other traditions such as pre-Columbian influence or the predecessor work of great artists such as Elena Izcue and Julia Codesido. Undoubtedly, the presence of advertising agencies in the mid-20th century and the arrival in Peru of designers, mainly from Switzerland, contributed to the professional development of a first generation of Peruvian graphic designers, who not only developed graphic visuals for companies and brands, but also incorporated new references and techniques into their practice. Based on five interviews with some representatives of this “first generation,” this article explores the importance of foreign tradition for the development of professional practice and also analyzes the presence of pre-Columbian influence in their work. The text concludes that most of the interviewees highlight foreign influence —specifically from the Swiss tradition—as the starting point for professional practice in Peru; however, they also note the importance of pre-Columbian tradition, which is mainly utilitarian for their work.2 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Examining the Impact of Green Packaging on Consumer Behavior in Purchasing Home Appliances (Case Study)(RELX Group (Netherlands), 2025-01-01)1 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Absence of an Engineering-Based Approach in the Construction of Discriminatory Stereotypes Toward Women of Color: A Case Study on the Drimer Mattress Commercial(Lectito Journals, 2025-11-28)Advertising has become a clear example of influence on the public imagination, as it shapes, arranges, and generates trends around specific contexts, topics, people, races, ideologies, and more. In 2018, the Drimer mattress commercial by Saga Falabella sparked significant controversy due to its racially stereotyped content and its impact on public perception, as well as the ethical concerns surrounding its production and dissemination. The central research question driving this study is: What are the ethical implications of the absence of an engineering-based approach in the construction of discriminatory stereotypes toward racialized women in advertising content, specifically in the case of the Drimer mattress commercial by Saga Falabella released in 2018?. The purposes of this research are, first, to analyze how the representation of stereotypes can negatively influence public perception and perpetuate discrimination in the absence of an engineering-based approach. Second, to discuss the ethical responsibility of companies to avoid harmful advertising practices and to promote inclusive and respectful representation. The methodology is qualitative, phenomenological in nature, with a socio-critical analysis; it is also emancipatory and propositional. The conclusion drawn from the ethical analysis of the Drimer mattress commercial, along with the review of academic studies on the representation of racial and discriminatory stereotypes in advertising, emphasizes the urgent need to address and correct these practices. It is essential that companies commit to the continuous training of their creative teams in matters of inclusion and diversity. Ethical responsibility in advertising is both an obligation and a strategic opportunity.3