Resumen

GOLDSACK-TREBILCOCK, Sebastián; LABARCA, Claudia  y  MUJICA, Constanza. Wokebranding: Social causes as branding strategies. State of the art in Chile. Comun. soc [online]. 2022, vol.19, e7835.  Epub 03-Oct-2022. ISSN 0188-252X.  https://doi.org/10.32870/cys.v2022.7835.

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.

Palabras llave : Branding; WokeBrands; WokeAdvertising; corporate activism; Chile.

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