Percepción de los consumidores de las Empresa B y marcas con propósito y campañas de marketing de causa. Conocimiento y valoración al momento de la compra

The existing studies that support the growth of B companies, purpose-driven marketing and cause marketing campaigns within the framework of Corporate Social Responsibility (CSR) initiatives in Argentina have a focus from the offer. The present work, seeks to know the perception of these three triple...

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Autores principales: Bianchi, Enrique Carlos, Gracia Daponte, Gaspar, Canziani, Cristian
Formato: Documento de conferencia acceptedVersion
Lenguaje:Español
Publicado: 2020
Materias:
HF Comercio
Acceso en línea:http://pa.bibdigital.ucc.edu.ar/3271/1/DC_Bianchi_GraciaDaponte_Canziani.pdf
Aporte de:
Producción Académica Universidad Católica de Córdoba (UCCor) de Universidad Católica de Córdoba
id I38-R144-3271
record_format dspace
spelling I38-R144-32712023-06-22T16:56:54Z http://pa.bibdigital.ucc.edu.ar/3271/ Percepción de los consumidores de las Empresa B y marcas con propósito y campañas de marketing de causa. Conocimiento y valoración al momento de la compra Bianchi, Enrique Carlos Gracia Daponte, Gaspar Canziani, Cristian HF Comercio The existing studies that support the growth of B companies, purpose-driven marketing and cause marketing campaigns within the framework of Corporate Social Responsibility (CSR) initiatives in Argentina have a focus from the offer. The present work, seeks to know the perception of these three triple impact strategies from the perspective of the citizens in order to know the notoriety, the knowledge, the valuation and the importance at the time of the purchase of these initiatives in the Argentine market .A quantitative investigation was carried out, based on a sample of 400 national cases.The results show that 70% of citizens not recognizing the meaning of the concept "brands with purpose", neither the concept of "B corporate"; manifested a high difficulty to identify them, due to lack of interest, ignorance and / or lack of availability / exposure. Beside, not significant differences in terms of generations, socioeconomic level and sex. On the other hand, the cause of the polls has some familiarity with the cause marketing campaigns, due to the presence of an NGO which is owned by a good cause. If we discuss the main implications for the managers of the results obtained, based on the low importance of these triple impact initiatives in the purchase decisions in a context of limited restrictions on the spending due to the economic recession. 2020-12-31 application/pdf spa http://pa.bibdigital.ucc.edu.ar/3271/1/DC_Bianchi_GraciaDaponte_Canziani.pdf Bianchi, Enrique Carlos ORCID: https://orcid.org/0000-0003-1628-2340 <https://orcid.org/0000-0003-1628-2340>, Gracia Daponte, Gaspar ORCID: https://orcid.org/0000-0002-8212-1425 <https://orcid.org/0000-0002-8212-1425> and Canziani, Cristian (2020) Percepción de los consumidores de las Empresa B y marcas con propósito y campañas de marketing de causa. Conocimiento y valoración al momento de la compra. In: II Congreso Latinoamericano de Marketing Social, 2021, Universidad Católica de Uruguay. info:eu-repo/semantics/conferenceObject info:ar-repo/semantics/documento de conferencia info:eu-repo/semantics/acceptedVersion Fil: Bianchi, Enrique Carlos. Universidad Católica de Córdoba. Facultad de Ciencias Económicas y de la Administración; Argentina. Fil: Gracia Daponte, Gaspar. Universidad Católica de Córdoba. Facultad de Ciencias Económicas y de la Administración; Argentina. Fil: Canziani, Cristian. Universidad Católica de Córdoba. Facultad de Ciencias Económicas y de la Administración; Argentina. info:eu-repo/semantics/openAccess https://creativecommons.org/licenses/by-nc-nd/4.0/deed.es
institution Universidad Católica de Córdoba
institution_str I-38
repository_str R-144
collection Producción Académica Universidad Católica de Córdoba (UCCor)
language Español
orig_language_str_mv spa
topic HF Comercio
spellingShingle HF Comercio
Bianchi, Enrique Carlos
Gracia Daponte, Gaspar
Canziani, Cristian
Percepción de los consumidores de las Empresa B y marcas con propósito y campañas de marketing de causa. Conocimiento y valoración al momento de la compra
topic_facet HF Comercio
description The existing studies that support the growth of B companies, purpose-driven marketing and cause marketing campaigns within the framework of Corporate Social Responsibility (CSR) initiatives in Argentina have a focus from the offer. The present work, seeks to know the perception of these three triple impact strategies from the perspective of the citizens in order to know the notoriety, the knowledge, the valuation and the importance at the time of the purchase of these initiatives in the Argentine market .A quantitative investigation was carried out, based on a sample of 400 national cases.The results show that 70% of citizens not recognizing the meaning of the concept "brands with purpose", neither the concept of "B corporate"; manifested a high difficulty to identify them, due to lack of interest, ignorance and / or lack of availability / exposure. Beside, not significant differences in terms of generations, socioeconomic level and sex. On the other hand, the cause of the polls has some familiarity with the cause marketing campaigns, due to the presence of an NGO which is owned by a good cause. If we discuss the main implications for the managers of the results obtained, based on the low importance of these triple impact initiatives in the purchase decisions in a context of limited restrictions on the spending due to the economic recession.
format Documento de conferencia
Documento de conferencia
acceptedVersion
author Bianchi, Enrique Carlos
Gracia Daponte, Gaspar
Canziani, Cristian
author_facet Bianchi, Enrique Carlos
Gracia Daponte, Gaspar
Canziani, Cristian
author_sort Bianchi, Enrique Carlos
title Percepción de los consumidores de las Empresa B y marcas con propósito y campañas de marketing de causa. Conocimiento y valoración al momento de la compra
title_short Percepción de los consumidores de las Empresa B y marcas con propósito y campañas de marketing de causa. Conocimiento y valoración al momento de la compra
title_full Percepción de los consumidores de las Empresa B y marcas con propósito y campañas de marketing de causa. Conocimiento y valoración al momento de la compra
title_fullStr Percepción de los consumidores de las Empresa B y marcas con propósito y campañas de marketing de causa. Conocimiento y valoración al momento de la compra
title_full_unstemmed Percepción de los consumidores de las Empresa B y marcas con propósito y campañas de marketing de causa. Conocimiento y valoración al momento de la compra
title_sort percepción de los consumidores de las empresa b y marcas con propósito y campañas de marketing de causa. conocimiento y valoración al momento de la compra
publishDate 2020
url http://pa.bibdigital.ucc.edu.ar/3271/1/DC_Bianchi_GraciaDaponte_Canziani.pdf
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AT canzianicristian percepciondelosconsumidoresdelasempresabymarcasconpropositoycampanasdemarketingdecausaconocimientoyvaloracionalmomentodelacompra
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