Browsing by Subject "Branding"

Now showing 1 - 6 of 6
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    La arquitectura como identidad de marca en las casas museo. Un estudio sobre las casas museo de autor en Galicia
    (Universidad de Murcia. Servicio de publicaciones, 2022) Ferreiro Rosende, Érica; Fuentes Moraleda, Laura; Morere Molinero, Nuria
    Las Casas museo son espacios cuya marca funciona como una promesa hacia el visitante en la que muestra la parte más íntimo-afectiva de la cotidianidad de un personaje relevante. Por este motivo, resulta necesario una buena gestión de la identidad de marca gracias a la cual la institución difunda su misión por medio de aquellos aspectos más relevantes, como la arquitectura. Este estudio se centra en las Casas museo de autor de Galicia, a través de una metodología cualitativa basada en entrevistas en profundidad, con el objetivo de analizar cómo estos espacios gestionan su identidad de marca mediante la arquitectura. Se entrevista-ron un total de dieciséis Casa museo de autor, lo que representa un 100% de las Casas museo de autor abiertas en el momento de la investigación. Los resultados reflejan que la arquitec-tura se vislumbra como parte del producto principal conformando un eje fundamental dentro de la identidad de marca de la institución. Sin embargo, parece que todavía no existe una corriente generalizada a la hora de establecer estrategias de branding per se que enfaticen el vínculo arquitectura-artista y arquitectura-territorio. Este estudio pretende invitar a la reflexión sobre la importancia de la gestión de la identidad de marca en los museos, concre-tamente en las Casas museo, con el fin de servir como guía para los gestores de los mismos.
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    Branding y vínculos socioculturales. Un estudio exploratorio de la publicidad de la banca en España
    (Editorial Universidad de Sevilla, 2025-05-31) San Nicolás, César; Hellín Ortuño, Pedro Antonio; Nicolás Ojeda, Miguel Ángel; Comunicación
    In the face of the continuous evolution of the media ecosystem driven by technological influence, organizations find themselves in an ongoing communicative context of great relevance, focused on the corporate management of their brands. Companies continue relying on advertising to produce much of the symbolic meaning they addressed to consumers. Based on a qualitative methodology, this study analyzes the content of four communication campaigns from the banking sector through an advertising lens. The aim is to assess how the advertising narratives proposed by Spanish banking brands are part of a complex process of corporate management, capable of transforming conventional product or service values into symbolic values for social change. The study argues that the relationship between banking brands and the social dimension they promote through their communication campaigns is a strategic management approach to what can be termed branding and sociocultural links.” This strategy seeks to address the expectations of consumer communities by aligning with their collective social and cultural interests.
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    Enhancing sport brand preference in football: A psycho-branding model
    (Universidad de Murcia, Servicio de Publicaciones, 2023) Jaberi, Akbar; Zagalaz-Sánchez, María Luisa
    Objectives:Given the great significance of psychological concepts in explaining consumers’ behavior in sport settings, the aim of thisstudy was to providea sport psycho-branding modelincluding self-definitional needs, brand equity, and brand preference.Methods:A field study was conducted at 521 FC Persepolis football fans in Iran to fulfil the research objectives. Data was collected by distributing a valid and reliable questionnaire at weekday home competition of FC Persepolis team. The research sample was selected through convenience sampling from the fans who attended the games of FC Persepolis from January to February 2022. Results:A Partial Least Squares Structural Equation Modeling revealed that:(a) self-definitional need principles were significantly related to the brand equity of FC Persepolis team, and (b) the brand equity was a significant predictor of fans’ brand preference. The findings highlight the significance of the fans’ psychological needs in improving the brand positioning of football teams.Conclusions:The proposed sport psycho-branding modelincludes self-definitional principles to facilitate the development of brand equity and the brand preference through an integratedmodel in football setting. This may be the first attempt to study these constructs through an integrated model in the branding process of a football team.
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    La imagen del movimiento feminista en el ámbito de las marcas: análisis del caso paradigmático de Grrrl Clothing
    (VisualCOM Scientific Publications, 2025-06-11) Fernández Rincón, Antonio Raúl; Hernández Gómez, Onésimo Samuel; Comunicación
    La inclusión del movimiento feminista en el ámbito de las marcas se enfrenta al riesgo de mercantilización de su discurso y por lo tanto de desnaturalización de sus reivindicaciones. Analizamos la comunicación de la marca Grrrl Clothing y reflexionamos sobre la incorporación de preceptos feministas en su discurso a lo largo de 239 publicaciones de Instagram entre 2015 y 2024 a través del método estructuralista estándar. Lejos de maniobras de purplewashing evidenciamos un esfuerzo por construir una hermandad de mujeres con un alto grado de compromiso y alineación con las reivindicaciones propias de la tercera ola del feminismo.
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    Sports icons in nation branding the interplay of motivations, culture and country attachement
    (Elsevier, 2024-12) Vila López, Natalia; Pascual del Riquelme Martínez, María Isabel; Küster Boluda, Inés; Aragonés Jericó, Cristina; Comercialización e Investigación de Mercados
    This study investigates the relationships among three main concepts: celebrity’s media exposure, celebrity’s image, and country image. Additionally, the moderating role of tourists’ (i) motivations, (ii) culture, and (iii) country attachment was investigated. To this end, 938 real tourists visiting Spain from 3 nationalities were approached: the UK, France, and Germany. An international market research company provided the data using an online questionnaire among its panelists. Structural equation modelling with JAMOVI, based on R, was used. Our results showed the relevance of both media activities and the image of sports celebrities to enhance the perceived image of the country they represent and, in turn, tourists’ intention to revisit and buy national products. First, the image of sports celebrities could improve Spain’s brand, mainly (i) among those who travel for sports motives, (ii) from England, and (iii) being highly attached to Spain. Second, the country’s image will augment tourists’ intention to revisit the country, mainly (i) among non-sports travellers, (ii) from France, and (iii) low-attached tourists. The effectiveness of celebrities’ media exposure was confirmed, supporting the Symbolic Communication Theory. Also, sports celebrity endorsement on destination image has been probed, strengthening the usefulness of the Image Transfer Theory. Lastly, the relationship between perceptions, attitudes, and behaviours has been demonstrated, as stated in the Theory of Planned Behavior. To conclude, Destination Marketing Organizations (DMOs) could invest in communication using sports celebrities as the campaign’s backbone to improve the Spanish destination image. This policy will work better among (i) those who travel for sports motives, (ii) those from England and (iii) those who are highly attached to Spain.
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    El Storytelling en la marca de destinos turísticos: el caso de Girona
    (Universidad de Murcia. Servicio de publicaciones, 2020) Camprubí, Raquel; Planas, Cèlia
    El storytelling como estrategia para transmitir los valores e identidad de una marca ha adquirido importancia en los últimos años, pero aún hay poca literatura que desarrolle este concepto entorno a los destinos turísticos. Este artículo pretende analizar las potencialidades y uso del storytelling en un destino turístico a través de relatos y leyendas tradicionales. Las leyendas de la ciudad de Girona (España) se utilizaron como caso de estudio. Los resultados ponen en evidencia que, a pesar del potencial de las leyendas, actualmente no se está explotando adecuadamente.