Branding de la marca “Lima 2019 Juegos Panamericanos” e identificación con sus voluntarios entre 18 a 25 años de Lima Metropolitana
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2024-02-15
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Pontificia Universidad Católica del Perú
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La presente investigación tiene como objetivo principal determinar la influencia del branding
de la marca “Lima 2019 Juegos Panamericanos” en la identificación con la marca de los
voluntarios entre 18 a 25 años de Lima Metropolitana. En ese sentido, se entrevistó a
voluntarios empleando la técnica de muestreo “bola de nieve" y se efectuaron análisis de
contenido de diversas piezas, tanto gráficas como audiovisuales, que se emplearon en la
convocatoria del Programa de Voluntariado Lima 2019.
Se concluyó, que la influencia del branding de la marca Lima 2019 Juegos Panamericanos se
llevó a cabo a través de su slogan “Jugamos Todos", Mascota Oficial “Milco” e identidad visual.
En un primer momento, a través del “boca a boca” y apoyado de diversos medios de
comunicación, el voluntario se sintió familiarizado con la marca. En un segundo momento, por
medio de un agradable ambiente de voluntariado y una experiencia enriquecedora lograron que
los voluntarios se identificaran con la marca y, a la par, mejoren sus habilidades blandas,
llevando con orgullo haber sido parte de este voluntariado.
The main objective of this research is to determine the influence of the branding of the “Lima 2019 Pan American Games” brand on the identification with the brand of volunteers between 18 and 25 years of age from Metropolitan Lima. In this sense, volunteers were interviewed using the "snowball" technique and content analysis of various pieces, both graphic and audiovisual, which were used in the call for the Lima 2019 Volunteer Program. It was concluded that the influence of the branding of the Lima 2019 Pan American Games brand was carried out through its slogan "Jugamos Todos", Official Mascot "Milco" and visual identity. At first, by means of "word of mouth "and supported by various means of communication, the volunteer felt familiar with the brand. In a second moment, through a pleasant and inspiring volunteer environment and an enriching experience, they managed to make the volunteers, identify with the brand and at the same time, improve their soft skills and take pride in having been part of this volunteering.
The main objective of this research is to determine the influence of the branding of the “Lima 2019 Pan American Games” brand on the identification with the brand of volunteers between 18 and 25 years of age from Metropolitan Lima. In this sense, volunteers were interviewed using the "snowball" technique and content analysis of various pieces, both graphic and audiovisual, which were used in the call for the Lima 2019 Volunteer Program. It was concluded that the influence of the branding of the Lima 2019 Pan American Games brand was carried out through its slogan "Jugamos Todos", Official Mascot "Milco" and visual identity. At first, by means of "word of mouth "and supported by various means of communication, the volunteer felt familiar with the brand. In a second moment, through a pleasant and inspiring volunteer environment and an enriching experience, they managed to make the volunteers, identify with the brand and at the same time, improve their soft skills and take pride in having been part of this volunteering.
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Marcas de fábrica--Administración--Perú, Publicidad, Administración de deportes
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