2026-06-28T10:08:04Zhttps://docta.ucm.es/rest/oai/requestoai:docta.ucm.es:20.500.14352/1022512026-01-12T09:01:59Zcom_20.500.14352_1col_20.500.14352_8
Docta Complutense
advisor
Gavilán Bouzas, Diana
author
Moreno Fernández, Irene
2024-03-15T10:37:16Z
2024-03-15T10:37:16Z
2024-02
https://hdl.handle.net/20.500.14352/102251
Este estudio se enfoca en evaluar el impacto de la Adhesión a Causas Sociales en el comportamiento del consumidor. Se examinan diversos aspectos relacionados con esta adhesión, así como los motivos subyacentes que impulsan dicho apoyo. Además, se realiza un análisis detallado de casos relevantes, proporcionando recomendaciones para abordar la Adhesión a Causas Sociales. Para concluir, se lleva a cabo un estudio de opinión con el objetivo de comprender directamente cómo el apoyo de las marcas a causas sociales específicas afecta al comportamiento de consumo de la población y si es factible establecer dicha adhesión a través de la figura del Embajador de Marca.This study focuses on evaluating the impact of Social Cause Adherence on consumer behavior. Various aspects related to this adherence are examined, along with the underlying reasons driving such support. Additionally, a detailed analysis of relevant cases is conducted, providing recommendations to address Social Cause Adherence. In conclusion, an opinion survey is carried out with the aim of directly understanding how brand support for specific social causes affects population consumption behavior and whether establishing such adherence through the figure of the Brand Ambassador is feasible
spa
Attribution-NonCommercial-NoDerivatives 4.0 International
Posicionamiento de marca y causas sociales: Un escenario peligroso
bachelor thesis
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URL
https://docta.ucm.es/bitstreams/fd619ba6-ffb5-4b2f-90a4-bb3c9f875066/download
File
MD5
d1004cfc93d3370f670516144df20ffb
1797153
application/pdf
TFG_MORENO FERNANDEZ IRENE.pdf
URL
https://docta.ucm.es/bitstreams/90d1e453-4187-42ad-a854-c44cf2673e6e/download
File
MD5
5b537e0e908bc0723339826de2dca473
152419
text/plain
TFG_MORENO FERNANDEZ IRENE.pdf.txt