El texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado.

El objetivo del estudio consiste en validar el instrumento que fue elaborado en otro contexto, para que responda a la necesidad de medir la competencia digital de los docentes de una universidad privada en Lima, Perú, a partir de su autopercepción. Se realizó un estudio instrumental para determinar las evidencias de validez y confiabilidad de la herramienta DigCompEdu CheckIn. La muestra estuvo constituida por 1218 docentes de diferentes áreas: Arte, Ciencias, Ciencias Sociales, Ciencias Jurídicas, Ingenierías y Arquitectura, Ciencias de la Salud, y Humanidades. Los resultados señalan la reagrupación de las competencias digitales en una estructura de tres factores (F1, F2, F3) y 22 competencias, a diferencia de la estructura original compuesta de seis factores. Esta reducción de la estructura de las competencias no descarta la interacción entre las competencias generales, sino ...

Brands are eager to gain their consumers love and respect by connecting with them in a more efficient manner in order to become a Lovemark. This happens very frequently in the football “world” as it is the sport with the biggest audience in the planet. This study analyzes the Lovemark Axis inside the sponsorship strategies directed toward the female audience. Semi-structured interviews were conducted, with the aim of analyze the perception of the consumers exposed to the ads of the sponsor brands of the Peru national football team. Results evidenced that the love and respect elements for the sponsored brand contribute to the association of values and feelings of the sponsoring brand. These results support that although the construction of a Lovemark requires a great period of time, the use of sports sponsorship helps to generate greater visibility and association of the brand with th...

Smell is one of the least used senses in advertising and/or marketing strategies. This study analyzes the conditions for the implementation of the odotype in the brand identity. A qualitative research approach and Grounded Theory method are using to develop an explanatory theory about the concept “odotype”. A semi-structured interview guide was designed according to the categories proposed in the research: odotype and brand identity. This research shows that odotype and sensorial marketing are different concepts; providing a definition for each concept. The Peruvian market is still at an early stage with respect to the aroma and odotype.

Nowadays, a hyper-connected consumer is not satisfied with using only one channel of everything the brand offers, but rather looks for the diversity of options to make their purchase. This research seeks to analyze how the customer experience is during the purchase process developed in the omnichannel strategy of the department store. The study used qualitative research methods to data gathering and analysis. To best capture customer experience, semi-structured interview, using open-ended questioning, was suited to data gathering. The participants were 13 customers who consented to be interviewed. Recruitment of participants concluded when data saturation occurred. It was evident how the omnichannel strategy works in a synchronized and positive way in the department store, without any interruption to consolidate the purchase.

El texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado.

Aims. This study aimed to understand the characteristics associated with academic procrastination in engineering students at a private university in Lima. The theoretical bases were Barkley’s Theory of Executive Functions and Bandura’s Theory of Self-Efficacy. Method. A qualitative method combined with a phenomenological design was used to understand the research topic from the participant’s point of view. Semi-structured interviews were conducted with ten students who attended individual coaching sessions and tended to have low grades and procrastinate. A thematic analysis was conducted to identify, organize and recognize patterns from a deep reading of the data to understand the research topic. Results. The results show that students have not been able to incorporate study habits, which leads them to postpone their tasks. In addition, they are distracted by the use of technology ...

Emotions are important when it comes to creating strong and lasting bonds between the target and the brands; therefore, storytelling and emotional branding need to be part of marketing strategies. This study aims to identify which emotions and which pillars are key in the storytelling of the spot “Amarás, única como tu pelo y tu Perú” (Amaras, unique as your hair and your Peru) to generate emotional branding. This research is located within the phenomenological paradigm with a qualitative methodology. The sampling technique was for convenience. Twenty-one female psychology students from Federico Villarreal Public University (UNFV), with ages ranging from 22 to 26. The emotions conveyed by the participants were joy, pride in being Peruvian, curiosity, strength, surprise, motivation, nostalgia, sensitivity and calmness. In terms of emotional branding, three key pillars that helped t...

Advergaming, one of the innovative advertising techniques, has the potential to creatively convey brand messages to the audience. In Peru, there is a gap in integrating deaf individuals into the advertising discourse of brands and campaigns, especially when utilizing advergaming to establish a strong connection with them. This study aims to fill this gap by analyzing how the Pilsen brand, through advergaming, has contributed to creating inclusive spaces. The study also seeks to determine which elements of the advertising technique are relevant for integrating the deaf community into the gaming world. To gain a comprehensive understanding, a qualitative methodology was adopted to analyze the E-nterpreters ad, and semi-structured interviews were conducted with 12 special education students in the tenth semester at a private university in Lima. The findings revealed that Pilsen’s advergam...

Dog owners feel a commitment to give their pets a healthy life. Due to this trend, new food products have been created. Advertising has changed, as well as the elements that make up branding. In order to understand the construction of branding, this study analyzed the responsible food brand Barker and the elements that compose it. Its approach is qualitative. Fifteen customers were interviewed. A guide of questions grouped into 4 categories was constructed: branding, brand value, communication and Instagram. It was found that the brand conveys a value of responsibility for the feeding of animals with a branding that revolves around this theme. The interviewees perceive the branding as a communication close to their customers, which transmits transparency and concern for pets.

The diversity of races, the lack of empathy with people outside an established social circle and racism are recurrent problems in Peruvian society. The turn of the century, the increase in the purchasing power of these ethnic groups and the emergence of multicultural markets brought a change of dynamics in the advertising industry. This study analyzes the multicultural attitudes present in the campaign #Celebrate our differences of the brand Inca Kola. Its approach is qualitative. Eighteen students of the last cycle of the anthropology career were interviewed. As a result, the spot fulfills its function of transmitting a message of unity between cultures thanks to the right ethnic signals. Multiculturalism, when used as a tool, brings benefits to the brand as it facilitates empathizing with the viewer, who is socio-culturally reflected in the product he/she consumes.

Today’s consumers are more aware of what is happening in their social environment. Therefore, brands are adapting to these new consumer needs that lead to the romanticization of advertising strategies. The objective of this study is to identify the emotions felt by mothers in the inclusive discourse of Milo’s “Together in this back to school” campaign for the generation of awareness and loyalty. Its paradigm and design is phenomenological. The sampling was by snowball. Semi-structured interviews were conducted with twenty women mothers between the ages of 23 and 40. As a result, the use of inclusive discourse in advertising produced positive emotions such as “tenderness” and “emotion”. As a conclusion, if a brand works with social values and uses an inclusive discourse, it can achieve greater consumer acceptance and a change in their behavior towards the brand.

In recent years, the Cathedral Museum of Lima has implemented brand rebranding as a new communication strategy. The aim of this study is to analyze how the rebranding of the Lima Cathedral Museum contributes to the formation of brand bonds. This study is situated in an interpretative paradigm. Fifteen semi-structured interviews were conducted with university students in the last cycles of the Hotel and Tourism career. Acceptance and positive attitude towards rebranding is evidenced, promoting, among them, their experience. It is concluded that the rebranding of the museum contributes to the formation of brand bonds. It is essential to continue promoting the tourist attraction so that they feel part of the Catholic community and, in turn, Peruvian and foreign visitors feel identified with Peruvian culture through this museum.

Este estudio analizó los códigos de dadvertising asociados a la equidad de género. El dadvertising es un tipo de publicidad paternal que promueve representaciones cercanas y multifacéticas de los hombres en su rol de padres dentro del hogar. Al ser una tendencia emergente, no hay suficientes estudios enfocados en construir mensajes publicitarios empáticos e inclusivos dirigido a los padres. Se adoptó una metodología cualitativa para analizar el spot “Más tiempo para crecer” de la marca bancaria Interbank. Se realizaron entrevistas semiestructuradas a 15 padres de familia de 25 a 39 años de edad. Como resultado, los códigos de dadvertising asociados a la equidad de género en el spot son: protección, satisfacción, compañerismo, empoderamiento emocional, valores de equidad, expresión emocional y equilibrio trabajo-familia. Estos códigos contribuyen a la construcción de ...

This study aims to analyze the emotions aroused by tropical Andean music—popularly known as chicha—present in the advertising of a well-known beverage brand in university students. The power music exerts in advertising is already commonly known as well as how it can intensify the effect of the message and trigger an emotional reaction in the consumer. This Peruvian musical genre is usually closely related to Peruvian identity and attributes of its population such as racial and cultural intermixing, creativity and self-improvement. In recent years, this sound resource has been established in the commercial communication of Peruvian brands aimed at the modern neo-Limenian; many of them descendants of migrants, proud of their origin and culture. This study is qualitative with a phenomenological approach. Through 16 interviews, the study shows how the presence of this musical genre can a...

The most renowned brands worldwide incorporate initiatives in their business approach that seek equality between genders in society. Nonetheless, brands in their advertising campaigns, gender remains stereotyped in the roles men and women play, which can be considered harmful to society and therefore unethical. Such discrepancy appears even in the same intervention generated by advertising specialists who define and design the communication of these brands. Therefore, this study seeks to identify the arguments used by Peruvian advertising professionals to justify the use of gender role stereotypes within the advertising discourse from an ethical perspective. A qualitative approach was selected as the research method for this study. In-depth interviews with 16 professional advertisers from different areas in charge of producing this type of communication. The lack of knowledge about the a...

Several authors have determined concepts related to the inclusion of social problems in advertising. One of them is brand-cause fit, which refers to the condition in which a brand and a social problem—with which the target audience feels identified—are conceptually united in a single communication proposal. The purpose of this study was to analyze how university students perceive the brand-cause fit as a communication strategy in Sprite's “You Are Not Alone” campaign. A qualitative methodology was adopted and semi-structured interviews were conducted with 24 university students of which 12 belonged to the LGBT community and 12 were heterosexual. The participants positively perceived the brand-cause fit used as an advertising strategy in Sprite's campaign. Not only do they value the fact that brands include social issues and problems in their communication, but they also claim tha...

Corruption is one of the main problems in Peru, along with crime and citizen insecurity, violence against women, drug use, poverty and unemployment. The latter has increased in recent months due to the COVID-19 pandemic. The objective of the study was to determine common behaviors associated with corruption among university students from Lima, Peru. Among the common behaviors identified, it was found that students, at least once, had bought pirated products (94.4%), offered false excuses to their parents to justify where they were (88.5%), and cheated on exams (74.4%). These behaviors were observed in both men and women. The results show that these behaviors are the result of a broader educational problem that has permeated the morals and ethics of society.

To obtain useful, valid, and reliable results, it is essential to carry out a cross-cultural adaptation process when using measurement instruments developed in other cultures, contexts, and populations with a different language from the original one. An instrumental study was conducted to determine the validity and reliability of the 'Students' knowledge and use of digital technology during the COVID-19 pandemic' questionnaire, developed in another context and different culture from the original one. The participants were 139 students of the Communications program of a private higher education institute in Lima, selected by non-probabilistic convenience sampling. The study presents a proposal consisting of eight factors and 56 items, as opposed to the original structure composed of seven factors and 77 items. The analyses show that the instrument is valid and reliable among the populatio...

This study aimed to analyze the reception of the transmission of the “virtual mass” among the Catholic faithful in Lima. It was positioned in the qualitative phenomenological paradigm. An online questionnaire was conducted with 1,235 Catholic faithful from the city of Lima (Peru). Some faithful considered the advantages of the “virtual mass” to be its greater reach, saving time and money, and the possibility of seeing the celebration repeatedly, among others. The disadvantages indicated were idleness, laziness, lack of commitment, the possibility of distraction, and the absence of community. The majority of participants considered that the “virtual mass” is not equivalent to the in-person celebration.