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

Sebastián Goldsack-Trebilcock; Claudia Labarca; Constanza Mujica

doi:10.32870/cys.v2022.7835

Autores/as

Sebastián Goldsack-Trebilcock Universidad de los Andes https://orcid.org/0000-0002-5465-8479
Claudia Labarca Pontificia Universidad Católica de Chile https://orcid.org/0000-0001-8003-1576
Constanza Mujica Pontificia Universidad Católica de Chile https://orcid.org/0000-0002-7788-4516

DOI:

https://doi.org/10.32870/cys.v2022.7835

Palabras clave:

Branding, WokeBrands, WokeAdvertising, Activismo corporativo, Chile

Resumen

Las marcas han escogido diferentes modos de generar adhesión entre los consumidores, desde modelos basados en atributos, beneficios y valor, hasta la toma de posturas políticas críticas y el abrazar causas sociales; esto se conoce como Wokebranding. Basada en la recopilación de datos primarios y desde una perspectiva cualitativa y exploratoria, esta investigación pretende ayudar a entender el estado del arte de esta tendencia en Chile. El caso de estudio muestra las dificultades que se presentan para la adopción de este tipo de tendencias en el marco de una industria publicitaria debilitada. Este trabajo, así, intenta contribuir a la escasa atención académica que se la ha puesto a estos temas en América Latina.

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