El uso de la identidad cultural en los anuncios publicitarios para afianzar la relación consumidor-marca.
Campaña “Tenemos Barrio, Tenemos Mundial” de cerveza Cristal.
DOI:
https://doi.org/10.26441/RC19.2-2020-A16Palabras clave:
referencias culturales, identidad cultural, comunicación publicitaria, percepción del consumidorResumen
Usualmente, con el fin de atraer a consumidores y generar sentimientos de pertenencia, los anuncios publicitarios recurren al imaginario colectivo que identifica a un país o región para construir un mensaje eficiente que vincule los valores de dicha cultura con determinadas marcas. En este aspecto, la publicidad de bebidas alcohólicas ha destacado por su constante creación de universos simbólicos y experienciales que aluden al lugar de procedencia del producto, con el fin de construir narrativas de identidad y motivar sentimientos de pertenencia en sus consumidores. Se ha podido apreciar que los anuncios publicitarios de las marcas peruanas de cerveza no han sido ajenos a esta tendencia, y constantemente han recurrido a estereotipos culturales materializados en anuncios que descansan en una base de significación orientada a construir una perspectiva de representación cultural. El objetivo del presente estudio ha sido analizar, mediante entrevistas focalizadas, cómo los estudiantes universitarios peruanos interpretan las referencias culturales mostradas en los spots publicitarios como estímulos para incentivar la identidad cultural. Se ha podido distinguir cómo en los participantes de esta investigación se manifiesta una relación estrecha entre el reconocimiento de elementos culturales en los mensajes publicitarios y el bienestar subjetivo. Este fenómeno es modulado por diversos factores del individuo, específicamente su necesidad de pertenencia, la cual se forma desde su entorno social y adopta los mensajes comerciales como un conducto hacia sus vínculos grupales.
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Korzenny, F., & Korzenny, B. (2012). Cultural Marketing: A New Understanding. En Cultural Marketing. Hispanic Marketing (1-37). Linacre House: Elsevier Inc.
Kubat, U., & Swaminathan, V. (2015). Crossing the cultural divide through bilingual advertising: The moderating role of brand cultural symbolism. International Journal of Research in Marketing, 32(4), 354–362, De ScienceDirect Base de datos. https://www.sciencedirect.com/journal/international-journal-of-research-in-marketing
Leary, M., & Baumeister, R. (2017). The need to belong: Desire for interpersonal attach-ments as a fundamental human motivation. En Interpersonal Development (pp. 57-89).
Lee, W. (2019). Exploring the Role of Culture in Advertising: Resolving Persistent Issues and Responding to Changes. Journal of Advertising, 1–11. https://www.tandfonline.com/doi/full/10.1080/00913367.2019.1579686
Mariella, A. (2017). Selling America: How Post-Recession Ads Told Americans the Story of Themselves. International Journal of Humanities and Cultural Studies. 4(2). https://www.ijhcs.com/index.php/ijhcs/article/view/3129/2929
Martin, J., & Nakayama, T. (2014). Intercultural communication in contexts. New York: McGraw-Hill. Vol. 5, 193 - 200.
McCracken, G. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods. Journal of Consumer Research, 13(1), 71–84. https://doi.org/10.1086/209048
Moriuchi, E. & Chung, C. (2019). Beyond Country-of-Origin: An Empirical Study on the Factors that Affect American Consumers’ Attitude and Purchasing Intentions: An Abstract. In: Rossi P., Krey N. (eds) Finding New Ways to Engage and Satisfy Global Customers. Developments in Marketing Science: Proceedings of the Academy of Marketing Science.
Padua, J. (2018). Técnicas de investigación enfocadas a las ciencias sociales. México: Fondo de Cultura Económica.
Peñaloza, L., Toulouse, N., & Visconti L. (2012). Marketing Management: A cultural perspective. British Library: Routledge.
Reed, A., Forehand, M., Puntoni, S., & Warlop, L. (2012). Identity-based consumer behavior. International Journal of Research in Marketing, 29(4), 310–321, De ScienceDirect Base de Datos. https://www.sciencedirect.com/journal/international-journal-of-research-in-marketing
Rosenbaum-Elliott, R., Percy, L., & Pervan, S. (2010). Strategic Brand Management. Oxford, UK: Oxford University Press. Vol 4, 48-67.
Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7–17, De ResearchGate Base de datos. https://www.researchgate.net/publication/257474573_The_consumer_psychology_of_brands
Schroeder, J. (2015). Brand Culture, de The Blackwell Encyclopedia of Sociology. https://onlinelibrary.wiley.com/doi/abs/10.1002/9781405165518.wbeosb045.pub2
Torelli, C. J., & Ahluwalia, R. (2012). Extending culturally symbolic brands: A blessing or a curse. Journal of Consumer Research, 38 (5), 933-47.
Torelli, C. J., Keh, H. T., & Chiu, C. Y. (2010). Cultural symbolism of brands. In B. Loken, R., Ahluwalia, & M. J. Houston (Eds.), Brands and brand management: Contemporary research perspectives (pp. 113-32). New York: Routledge.
Verma, R. (2017). Gross National Happiness: meaning, measure and degrowth in a living development alternative. Journal of Political Ecology, 24(1), 476-490.
Vredeveldt, A. & Van Koppen, P. (2018) Recounting a Common Experience: On the Effectiveness of Instructing Eyewitness Pairs. Front. Psychol. 9:284.
Wu, Z., Borgerson, J., & Schroeder, J. E. (2013). From chinese brand culture to global brands: Insights from aesthetics, fashion and history. Houndmills, Basington, Hampshire, UK: Palgrave Macmillan.
Arbaiza, F. (2017). Marketing experiencial: el marketing a través de las experiencias del consumidor. Universidad de Piura, Facultad de Comunicación.
Backus. (2018). Memoria Anual 2018. 06/05/2019, de Backus Sitio web: https://www.bvl.com.pe/hhii/B30021/20190220232701/MEMORIA32ANUAL322018..PDF
Barthes, R. (1971). Elementos de semiologia. Colombia: Alberto Corazon Editor.
Bertran, A. (15 de septiembre del 2016). FILM Havana Club / NOTHING COMPARES TO HAVANA / CRUISING (Aviso publicitario televisivo). https://www.youtube.com/watch?v=d5tl9s1Pag0
Beverland, M. (2005). Crafting brand authenticity: The case of luxury wines. Journal of Management Studies, 42(5), 1003–1029.
Brewis, G. (2011). Culture: broadening the critical repertoire. In: Alvesson M, Bridgman T, Willmott H (eds). The oxford handbook of critical management studies. Oxford University Press, Oxford, pp 232–250. https://www.oxfordhandbooks.com/view/10.1093/oxfordhb/9780199595686.001.0001/oxfordhb-9780199595686-e-011
Bulmer, S., & Buchanan-Oliver, M. (2010). Experiences of brands and national identity. Australasian Marketing Journal, 18(4), 199–205, De ScienceDirect Base de datos. https://www.sciencedirect.com/journal/australasian-marketing-journal-amj
Carvalho, W., & Luna, D. (2014). Effects of national identity salience on responses to ads. Journal of Business Research, 67(5), 1026-1034, De ScienceDirect Base de datos. https://www.sciencedirect.com/journal/journal-of-business-research
Castro Mejía, A. (2018). La cerveza Corona como marca ícono para la cultura mexicana, de Universidad Santo Tomás. https://repository.usta.edu.co/bitstream/handle/11634/11601/2018andrescastro.pdf?sequence=1&isAllowed=y
Chávez, C., & Valencia, J. (2018). Branding the Revolution: Havana Club Advertising and the Fight for Cuban Authenticity. Journal of Communication Inquiry, De Sage Journal Base de datos. https://journals.sagepub.com/doi/10.1177/0196859918817308
Cristal Perú. (12 de agosto del 2017). Jugadores de Barrio ¡Vamos con todo, Perú! (Aviso publicitario televisivo). https://www.youtube.com/watch?v=sgHhp6ZFDBs
Cristal Perú. (8 de Junio del 2018). Cerveza Cristal - Volvimos al mundial (Aviso publicitario televisivo). https://www.youtube.com/watch?v=yaY0NfSI9zU
Cristal Perú. (9 de Julio del 2018). Cerveza Cristal - Todos vuelven (Aviso publicitario televisivo). https://www.youtube.com/watch?v=hKySvVqIZGY
Gómez-Corona, C., Escalona-Buendía, H., García, M., Chollet, S., & Valentin, D. (2016). Craft vs. Industrial: Habits, attitudes and motivations towards beer consumption in Mexico. Appetite, 96, 358–367. 22, De ScienceDirect Base de datos. https://www.sciencedirect.com/journal/appetite
Gains, N. (2015). Brand esSense: Using sense, symbol and story to design brand identity.
Hernández, C., & Carpio, N. (2019). Introducción a los tipos de muestreo. Revista Científica Del Instituto Nacional De Salud, 2(1), 75-79.
Hong, Y., Morris, M. W., Chiu, C., & Benet-Martinez, V. (2000). Multicultural minds: A dynamic constructivist approach to culture and cognition. American Psychologist, 55, 709-720.
Iepuri, V. (2017). What Makes Russian Advertisements Russian? Contemporary Russian Advertising as a Sociocultural Phenomenon. Russian Language Journal / Русский язык, 67, 55-76, De JSTOR Base de datos. https://www.jstor.org/stable/26596450?read-now=1&seq=1#page_scan_tab_contents
Jack Daniel's Collector. (16 de Julio del 2011). Jack Daniels commercial american-as 2011 (Aviso publicitario televisivo). https://www.youtube.com/watch?v=AXBzgAWv1TE
Jackson, S. (2013). Globalization, corporate nationalism and masculinity in Canada: sport, Molson beer advertising and consumer citizenship. En Sport in Society: Cultures, Commerce, Media, Politics 17(7), 901–916. New Zealand: Routledge. https://www.tandfonline.com/doi/abs/10.1080/17430437.2013.806039
Kent, J. (2018). Advertising the City: “Nothing Compares to Havana.” Aesthetics and the Revolutionary City, 117–148.
Kim, J., Jun, M., & Kim, C. (2018). The Effects of Culture on Consumers’ Consumption and Generation of Online Reviews. Journal of Interactive Marketing, 43, 134–150, De ScienceDirect Base de datos. https://www.sciencedirect.com/science/article/pii/S1094996818300318
Korzenny, F., & Korzenny, B. (2012). Cultural Marketing: A New Understanding. En Cultural Marketing. Hispanic Marketing (1-37). Linacre House: Elsevier Inc.
Kubat, U., & Swaminathan, V. (2015). Crossing the cultural divide through bilingual advertising: The moderating role of brand cultural symbolism. International Journal of Research in Marketing, 32(4), 354–362, De ScienceDirect Base de datos. https://www.sciencedirect.com/journal/international-journal-of-research-in-marketing
Leary, M., & Baumeister, R. (2017). The need to belong: Desire for interpersonal attach-ments as a fundamental human motivation. En Interpersonal Development (pp. 57-89).
Lee, W. (2019). Exploring the Role of Culture in Advertising: Resolving Persistent Issues and Responding to Changes. Journal of Advertising, 1–11. https://www.tandfonline.com/doi/full/10.1080/00913367.2019.1579686
Mariella, A. (2017). Selling America: How Post-Recession Ads Told Americans the Story of Themselves. International Journal of Humanities and Cultural Studies. 4(2). https://www.ijhcs.com/index.php/ijhcs/article/view/3129/2929
Martin, J., & Nakayama, T. (2014). Intercultural communication in contexts. New York: McGraw-Hill. Vol. 5, 193 - 200.
McCracken, G. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods. Journal of Consumer Research, 13(1), 71–84. https://doi.org/10.1086/209048
Moriuchi, E. & Chung, C. (2019). Beyond Country-of-Origin: An Empirical Study on the Factors that Affect American Consumers’ Attitude and Purchasing Intentions: An Abstract. In: Rossi P., Krey N. (eds) Finding New Ways to Engage and Satisfy Global Customers. Developments in Marketing Science: Proceedings of the Academy of Marketing Science.
Padua, J. (2018). Técnicas de investigación enfocadas a las ciencias sociales. México: Fondo de Cultura Económica.
Peñaloza, L., Toulouse, N., & Visconti L. (2012). Marketing Management: A cultural perspective. British Library: Routledge.
Reed, A., Forehand, M., Puntoni, S., & Warlop, L. (2012). Identity-based consumer behavior. International Journal of Research in Marketing, 29(4), 310–321, De ScienceDirect Base de Datos. https://www.sciencedirect.com/journal/international-journal-of-research-in-marketing
Rosenbaum-Elliott, R., Percy, L., & Pervan, S. (2010). Strategic Brand Management. Oxford, UK: Oxford University Press. Vol 4, 48-67.
Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7–17, De ResearchGate Base de datos. https://www.researchgate.net/publication/257474573_The_consumer_psychology_of_brands
Schroeder, J. (2015). Brand Culture, de The Blackwell Encyclopedia of Sociology. https://onlinelibrary.wiley.com/doi/abs/10.1002/9781405165518.wbeosb045.pub2
Torelli, C. J., & Ahluwalia, R. (2012). Extending culturally symbolic brands: A blessing or a curse. Journal of Consumer Research, 38 (5), 933-47.
Torelli, C. J., Keh, H. T., & Chiu, C. Y. (2010). Cultural symbolism of brands. In B. Loken, R., Ahluwalia, & M. J. Houston (Eds.), Brands and brand management: Contemporary research perspectives (pp. 113-32). New York: Routledge.
Verma, R. (2017). Gross National Happiness: meaning, measure and degrowth in a living development alternative. Journal of Political Ecology, 24(1), 476-490.
Vredeveldt, A. & Van Koppen, P. (2018) Recounting a Common Experience: On the Effectiveness of Instructing Eyewitness Pairs. Front. Psychol. 9:284.
Wu, Z., Borgerson, J., & Schroeder, J. E. (2013). From chinese brand culture to global brands: Insights from aesthetics, fashion and history. Houndmills, Basington, Hampshire, UK: Palgrave Macmillan.
Publicado
11-09-2020
Cómo citar
Sheen Moreno, M. J., & Arbaiza, F. (2020). El uso de la identidad cultural en los anuncios publicitarios para afianzar la relación consumidor-marca.: Campaña “Tenemos Barrio, Tenemos Mundial” de cerveza Cristal. Revista De Comunicación, 19(2), 285–301. https://doi.org/10.26441/RC19.2-2020-A16
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Portal de Revistas de la Universidad de Piura.