Open AccessWokebranding: social causes as branding strategies. State of the art in Chile
Author(s) -
Sebastián Goldsack-Trebilcock,
AUTHOR_ID,
Claudia Labarca,
Constanza Mújica,
AUTHOR_ID,
AUTHOR_ID
Publication year - 2021
Publication title -
comunicación y sociedad
Language(s) - English
Resource type - Journals
eISSN - 2448-9042
pISSN - 0188-252X
DOI - 10.32870/cys.v2022.7835
Subject(s) - latin americans , perspective (graphical) , value (mathematics) , politics , state (computer science) , context (archaeology) , data collection , exploratory research , sociology , qualitative research , political science , marketing , social science , business , geography , computer science , archaeology , algorithm , machine learning , law , artificial intelligence
Brands have chosen different ways of generating value; from models based on attributes, benefits and value, to taking critical political positions and embracing social causes, 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.