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| Format: | Artículo científico |
| Language: | en |
| Published: |
Universidad ICESI
2006
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| Online Access: | https://www.redalyc.org/articulo.oa?id=21210003 https://www.redalyc.org/journal/212/21210003/ https://www.redalyc.org/journal/212/21210003/html/ https://www.redalyc.org/journal/212/21210003/21210003.epub https://www.redalyc.org/journal/212/21210003/movil |
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Table of Contents:
- Estrategias de posicionamiento basadas en la cultura del consumidor: un análisis de la publicidad en televisión Cristian Muñoz Navarro Eduardo Torres Moraga Administración y Contabilidad image brand Culture positioning advertising The current paper analyses the differentcultural positioning strategiesthat can be communicated throughtelevision advertising. The main focusof the analysis is which of thesepositioning strategies (global, foreignand local) is the one most currentlyused by brands advertised in Chilein general, and regarding differentproduct categories. The research undertakendemonstrates that each ofthese three types of strategies has asufÞ ciently strong identity that mayallow them to be used individuallyfor positioning a brand through the television media. It also shows thata considerable number of brandsuse a global positioning stance whilefewer use foreign and local types ofpositioning. 2006 artículo científico 0123-5923 https://www.redalyc.org/articulo.oa?id=21210003 https://www.redalyc.org/journal/212/21210003/ https://www.redalyc.org/journal/212/21210003/html/ https://www.redalyc.org/journal/212/21210003/21210003.epub https://www.redalyc.org/journal/212/21210003/movil en http://www.redalyc.org/revista.oa?id=212 Estudios Gerenciales application/pdf Universidad ICESI Estudios Gerenciales (Colombia) Num.100 Vol. 22