Wokebranding: causas sociales como estrategias de marca. Un estado del arte en Chile

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dc.coverageDOI: 10.32870/CYS.V2022.7835
dc.creatorGoldsack-Trebilcock, Sebastián
dc.creatorLabarca, Claudia
dc.creatorMujica, Constanza
dc.date2021
dc.date.accessioned2025-11-18T19:44:41Z
dc.date.available2025-11-18T19:44:41Z
dc.description<p>Brands have chosen different ways of generating value; from models based on attributes, benefits and value, to taking critical political positions and embracing socialcauses, 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.</p>eng
dc.identifierhttps://investigadores.uandes.cl/en/publications/9b4eb963-cdbf-432a-92e3-76a59e53e179
dc.identifier.urihttps://repositorio.uandes.cl/handle/uandes/53535
dc.languagespa
dc.rightsinfo:eu-repo/semantics/openAccess
dc.sourcevol.2022 (2021) date: 2021-12-15
dc.subjectBranding
dc.subjectChile
dc.subjectcorporate Activism
dc.subjectWokeAdvertising
dc.subjectwokeBrands
dc.titleWokebranding: causas sociales como estrategias de marca. Un estado del arte en Chilespa
dc.titleWokebranding: social causes as branding strategies. State of the art in Chileeng
dc.typeConference articleeng
dc.typeArtículo de la conferenciaspa
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