To what extent do art expressions, expressed through poetry, employed in advertising campaigns influence consumers’ perceptions of a brand?

La globalización y el rápido crecimiento del mercado han expuesto a los consumidores a un sinfín de empresas que prometen dar soluciones a cada una de sus necesidades. En consecuencia, las marcas buscan posicionarse en el mercado de tal manera que en la mente del consumidor, siempre serán la primera...

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Fecha de publicación:: 2024

Institución:: Universidad del Rosario

Repositorio:: Repositorio EdocUR - U. Rosario

Idioma:: eng

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dc.title.none.fl_str_mv	To what extent do art expressions, expressed through poetry, employed in advertising campaigns influence consumers’ perceptions of a brand?
dc.title.TranslatedTitle.none.fl_str_mv	En que medida las expresiones de arte, expresada a través de la poesía, empleadas en campañas de publicidad, influencian la percepción del consumidor sobre una marca?
title	To what extent do art expressions, expressed through poetry, employed in advertising campaigns influence consumers’ perceptions of a brand?
spellingShingle	To what extent do art expressions, expressed through poetry, employed in advertising campaigns influence consumers’ perceptions of a brand? Autenticidad de marca Infusión del arte Expresiones de arte no verbales Percepción Consumidor Poesía Art infusion Brand Authenticity Consumer Non-verbal art expression Perception Poetry
title_short	To what extent do art expressions, expressed through poetry, employed in advertising campaigns influence consumers’ perceptions of a brand?
title_full	To what extent do art expressions, expressed through poetry, employed in advertising campaigns influence consumers’ perceptions of a brand?
title_fullStr	To what extent do art expressions, expressed through poetry, employed in advertising campaigns influence consumers’ perceptions of a brand?
title_full_unstemmed	To what extent do art expressions, expressed through poetry, employed in advertising campaigns influence consumers’ perceptions of a brand?
title_sort	To what extent do art expressions, expressed through poetry, employed in advertising campaigns influence consumers’ perceptions of a brand?
dc.contributor.advisor.none.fl_str_mv	El Halabi, Malak
dc.subject.none.fl_str_mv	Autenticidad de marca Infusión del arte Expresiones de arte no verbales Percepción Consumidor Poesía
topic	Autenticidad de marca Infusión del arte Expresiones de arte no verbales Percepción Consumidor Poesía Art infusion Brand Authenticity Consumer Non-verbal art expression Perception Poetry
dc.subject.keyword.none.fl_str_mv	Art infusion Brand Authenticity Consumer Non-verbal art expression Perception Poetry
description	La globalización y el rápido crecimiento del mercado han expuesto a los consumidores a un sinfín de empresas que prometen dar soluciones a cada una de sus necesidades. En consecuencia, las marcas buscan posicionarse en el mercado de tal manera que en la mente del consumidor, siempre serán la primera opción. Esto se logra a través de la percepción de marca que se establece a través de las diferentes activaciones creadas para que el consumidor conozca la marca, sus valores y logre sentir una conexión con ella. Por lo tanto, este artículo tiene como objetivo investigar cómo la percepción de la marca, analizada a través de su autenticidad, puede ser influenciada por el uso de la poesía en las campañas publicitarias. Por ello, se realizó un estudio en el que a una muestra de 107 personas se les expusieron aleatoriamente dos tipos de estímulos, uno en el que se mostraba una pieza publicitaria habitual, y otro modificado con un fragmento poético. Con estos, se pudo evaluar la percepción de autenticidad de una marca a través de conceptos como originalidad, confiabilidad, continuidad y naturalidad. El análisis reveló que, si bien la poesía puede influir en aspectos específicos de la forma en que se percibe una marca, no genera un impacto significativo en comparación con los métodos publicitarios tradicionales. Esto sugiere que su efecto es limitado y altamente dependiente del contexto, ya que puede variar fácilmente según la marca y la interpretación de los elementos poéticos. Por lo tanto, se concluye que, aunque la poesía puede verse como original y creativa, debe usarse de una manera que sea coherente con el mensaje central y la identidad de la marca.
publishDate	2024
dc.date.accessioned.none.fl_str_mv	2024-12-10T18:24:31Z
dc.date.available.none.fl_str_mv	2024-12-10T18:24:31Z
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dc.format.extent.none.fl_str_mv	58 pp
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dc.publisher.none.fl_str_mv	Universidad del Rosario Rennes School of Business
dc.publisher.department.none.fl_str_mv	Escuela de Administración
dc.publisher.program.none.fl_str_mv	Pregrado en Marketing y Negocios Digitales
publisher.none.fl_str_mv	Universidad del Rosario Rennes School of Business
institution	Universidad del Rosario
dc.source.bibliographicCitation.none.fl_str_mv	Baumgarth, C., Bahati, J. (2020). From the classical art to the urban art infusion effect: The effect of street art and graffiti on the consumer evaluation of products. Creativity and Innovation Management, (29), 1-12. https://doi.org/10.1111/caim.12362 BBC (Director). (2020, April 10). Bringing us closer: A message from all of us, to all of you. Together we’ll get through—BBC [Video]. https://www.youtube.com/watch?v=zNuWNki1Uik Bhandari, U et al. (2019). Understanding the impact of perceived visual aesthetics on user evaluations: An emotional perspective. Information & Management, (56). 58-93. https://doi.org/10.1016/j.im.2018.07.003 Bivainienė, L & Šliburytė, L. (2008). The Brand Image As An Element Of Brand Equity. Socialiniai Tyrimai, 2008 (2), 22-31. Bruhn, M., Shoenmüller, V., Schäfer, D., & Heinrich, D. (2012). Brand Authenticity:Towards a Deeper Understanding of Its Conceptualization and Measurement. 40, 567–577. Coca Cola company. (2021, January 6). The Coca-Cola company. Limited-Edition Coca‑Cola Packaging Features Summertime-Inspired Poems. https://www.coca-colacompany.com/media-center/coca-cola-promotes-summer-moments-on-packaging Coca-Cola company. (N.D). Produits. https://www.coca-cola.com/fr/fr/brands/coca-cola Coca-Cola Africa. (2023, February 17). [Publicity for the campaign #RecipeForMagic] [Image]. Facebook. https://www.facebook.com/story.php/?story_fbid=712176513744267&id=109614320667159&_rdr Dubovskiy, J. (n.d). Consumer Decision Making Process: a detailed analysis. Business Research Methodology. https://research-methodology.net/consumer-decision-making-process-a-detailed-analysis/# Guliyev, S. (2023). The impact of brand perception and brand image on consumer purchasing behavior in Azerbaijan. Science, Education and Innovations in the context of modern problems, (6), 137- 142. https://imcra-az.org/uploads/public_files/2023-02/article_seymur_the-impact-of-brand-perception-and-brand-image-on-consumer-purchasing-behavior-in-azerbaijan-1.pdf Kapferer, J. (2008). The New Strategic Brand Management – Creating a Sustainable Brand Equity Long Term. Kogan Page, (4), 1-530. https://lunarintcollege.edu.et/wp-content/uploads/2022/06/The-New-Strategic-Brand-Management-Jean-Noel-Kapferer-PDF-Qwerty80.pdf Kumar, U. & Mishra, P. (2012). What is a brand? A perspective on Brand Meaning. European Journal of Business and Management, (4), 122- 128. ISSN: 2222-2839. https://core.ac.uk/download/pdf/234624169.pdf Moore, G. (Director). (2012, September 19). McDonald’s. Just passing by [Video]. https://www.youtube.com/watch?v=VjmcKg_Qo40 Napoli, J., Dickinson, S., Beverland, M., & Farrel, F. (2014). Measuring consumer-based brand authenticity. 67, 1090–1098. https://doi.org/10.1016/j.jbusres.2013.06.001 Park, S et al. (2023). The role of consumers’ construal level in art-infusion-type effect in retail product evaluation. Journal of Retailing and consumers Services, (73). https://doi.org/10.1016/j.jretconser.2023.103342 OpenAI. (2024). ChatGPT (version May 21) [Large language model]. https://chatgpt.com/share/18ffa07b-2ad6-4b4c-bd97-e57e6018752b Patrick, V & Hagtvedt, H. (2008). Art infusion: The influence of visual Art on the Perception and Evaluation of Consumer Products. Journal of Marketing Research, (XLV), 379-389, ISSN: 1547-7193 Patrick, V & Hagtvedt, H. (2008). Art and the brand: The role of visual art in enhancing brand extendibility. Journal of Consumer Psychology, (18), 212 – 222. https://www.sciencedirect.com Peterson, M. (2022, August 27). Apple has never been against advertising—It’s against invasive data collection [Apple insider]. https://appleinsider.com/articles/22/08/27/apple-has-never-been-against-advertising----its-against-invasive-data-collection Pritchett, G. (2014). Poetry and the world of Business - An exploration. Bulletin of the Centre for Research and Interdisciplinary Study, (0010), 51- 57. http://archive.sciendo.com/CRIS/cris.2014.2014.issue-2/cris-2014-0010/cris-2014-0010.pdf Quach, S., Septianto, F., Thaichon, P., & Mao, W. (2022). Art infusion and functional theories of attitudes toward luxury brands: The mediating role of feelings of self-inauthenticity. 150, 538–552. https://doi.org/10.1016 Solomon, T. (October 31st, 2016). Why Brand Image Matters more than you think. Forbes agency council.https://www.forbes.com/sites/forbesagencycouncil/2016/10/31/why-brand-image-matters-more-than-you-think/ Smigelski, V. (Director). (2022, March 9). Adidas—Impossible is Nothing \| Spec Ad [Video recording]. https://www.youtube.com/watch?app=desktop&v=XYr_r9KxAeM Tran, V.-D., & Keng, C.-J. (2018). The Brand Authenticity Scale: Development and Validation. 14(4), 277–291. https://www.researchgate.net/publication/329841082_The_Brand_Authenticity_Scale_Development_and_Validation Visual and Non-Visual Art. (2023, January 17). [Medium]. https://medium.com/@CarlaoftheL/visual-and-non-visual-art-665cc71b28cb Voskanyan, R. (2019). Poetry and Advertising: Creative Project. [Creative Project, American University of Armenia. https://baec.aua.am/files/2019/07/Robert_Voskanyan_Poetry-and-Advertising.-Creative-Project.docx.pdf Vukadin, A et al. (2018). When art meets mall: impact on shopper responses. Journal of Product & Brand Management 27/3 (2018), 277-293. ISSN: 1061-0421
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spelling	El Halabi, Malakfdc1161f-0133-48c0-ad73-ba808b8d5042-1Guzman Nuñez, Laura SofiaProfesional en Marketing y Negocios Digitalese6dce5d5-1479-4247-95ca-d2e9604418fb-12024-12-10T18:24:31Z2024-12-10T18:24:31Z2024-08-30La globalización y el rápido crecimiento del mercado han expuesto a los consumidores a un sinfín de empresas que prometen dar soluciones a cada una de sus necesidades. En consecuencia, las marcas buscan posicionarse en el mercado de tal manera que en la mente del consumidor, siempre serán la primera opción. Esto se logra a través de la percepción de marca que se establece a través de las diferentes activaciones creadas para que el consumidor conozca la marca, sus valores y logre sentir una conexión con ella. Por lo tanto, este artículo tiene como objetivo investigar cómo la percepción de la marca, analizada a través de su autenticidad, puede ser influenciada por el uso de la poesía en las campañas publicitarias. Por ello, se realizó un estudio en el que a una muestra de 107 personas se les expusieron aleatoriamente dos tipos de estímulos, uno en el que se mostraba una pieza publicitaria habitual, y otro modificado con un fragmento poético. Con estos, se pudo evaluar la percepción de autenticidad de una marca a través de conceptos como originalidad, confiabilidad, continuidad y naturalidad. El análisis reveló que, si bien la poesía puede influir en aspectos específicos de la forma en que se percibe una marca, no genera un impacto significativo en comparación con los métodos publicitarios tradicionales. Esto sugiere que su efecto es limitado y altamente dependiente del contexto, ya que puede variar fácilmente según la marca y la interpretación de los elementos poéticos. Por lo tanto, se concluye que, aunque la poesía puede verse como original y creativa, debe usarse de una manera que sea coherente con el mensaje central y la identidad de la marca.Globalization and the rapid growth of the market have exposed consumers to an endless number of companies that promise to provide solutions to each of their needs. Consequently, brands seek to position themselves in the market in such a way that in the consumer's mind, they will always be the first choice. This is achieved through the brand perception established through the different activations created so that the consumer knows the brand, its values and manages to feel a connection with it. Thus, this paper aims to investigate how brand perception, analyzed through its authenticity, can be influenced by the use of poetry in advertising campaigns. Therefore, a study was conducted in which a sample of 107 people was randomly exposed two types of stimuli, one in which a usual advertising piece was shown, and another modified with a poetic fragment. With these, it was possible to evaluate the perception of authenticity of a brand through concepts such as originality, reliability, continuity, and naturalness. The analysis revealed that, although poetry can influence specific aspects of the way a brand is perceived, it does not generate a significant impact compared to traditional advertising methods. This suggests that its effect is limited and highly context-dependent, as it can easily vary depending on the brand and the interpretation of the poetic elements. Thus, it is concluded that although poetry can be seen as original and creative, but it should be used in a way that is consistent with the brand's core message and identity.58 ppapplication/pdfhttps://doi.org/10.48713/10336_44511https://repository.urosario.edu.co/handle/10336/44511engUniversidad del RosarioRennes School of BusinessEscuela de AdministraciónPregrado en Marketing y Negocios DigitalesAttribution-NonCommercial-ShareAlike 4.0 InternationalAbierto (Texto Completo)http://creativecommons.org/licenses/by-nc-sa/4.0/http://purl.org/coar/access_right/c_abf2Baumgarth, C., Bahati, J. (2020). From the classical art to the urban art infusion effect: The effect of street art and graffiti on the consumer evaluation of products. Creativity and Innovation Management, (29), 1-12. https://doi.org/10.1111/caim.12362BBC (Director). (2020, April 10). Bringing us closer: A message from all of us, to all of you. Together we’ll get through—BBC [Video]. https://www.youtube.com/watch?v=zNuWNki1UikBhandari, U et al. (2019). Understanding the impact of perceived visual aesthetics on user evaluations: An emotional perspective. Information & Management, (56). 58-93. https://doi.org/10.1016/j.im.2018.07.003Bivainienė, L & Šliburytė, L. (2008). The Brand Image As An Element Of Brand Equity. Socialiniai Tyrimai, 2008 (2), 22-31.Bruhn, M., Shoenmüller, V., Schäfer, D., & Heinrich, D. (2012). Brand Authenticity:Towards a Deeper Understanding of Its Conceptualization and Measurement. 40, 567–577.Coca Cola company. (2021, January 6). The Coca-Cola company. Limited-Edition Coca‑Cola Packaging Features Summertime-Inspired Poems. https://www.coca-colacompany.com/media-center/coca-cola-promotes-summer-moments-on-packagingCoca-Cola company. (N.D). Produits. https://www.coca-cola.com/fr/fr/brands/coca-colaCoca-Cola Africa. (2023, February 17). [Publicity for the campaign #RecipeForMagic] [Image]. Facebook. https://www.facebook.com/story.php/?story_fbid=712176513744267&id=109614320667159&_rdrDubovskiy, J. (n.d). Consumer Decision Making Process: a detailed analysis. Business Research Methodology. https://research-methodology.net/consumer-decision-making-process-a-detailed-analysis/#Guliyev, S. (2023). The impact of brand perception and brand image on consumer purchasing behavior in Azerbaijan. Science, Education and Innovations in the context of modern problems, (6), 137- 142. https://imcra-az.org/uploads/public_files/2023-02/article_seymur_the-impact-of-brand-perception-and-brand-image-on-consumer-purchasing-behavior-in-azerbaijan-1.pdfKapferer, J. (2008). The New Strategic Brand Management – Creating a Sustainable Brand Equity Long Term. Kogan Page, (4), 1-530. https://lunarintcollege.edu.et/wp-content/uploads/2022/06/The-New-Strategic-Brand-Management-Jean-Noel-Kapferer-PDF-Qwerty80.pdfKumar, U. & Mishra, P. (2012). What is a brand? A perspective on Brand Meaning. European Journal of Business and Management, (4), 122- 128. ISSN: 2222-2839. https://core.ac.uk/download/pdf/234624169.pdfMoore, G. (Director). (2012, September 19). McDonald’s. Just passing by [Video]. https://www.youtube.com/watch?v=VjmcKg_Qo40Napoli, J., Dickinson, S., Beverland, M., & Farrel, F. (2014). Measuring consumer-based brand authenticity. 67, 1090–1098. https://doi.org/10.1016/j.jbusres.2013.06.001Park, S et al. (2023). The role of consumers’ construal level in art-infusion-type effect in retail product evaluation. Journal of Retailing and consumers Services, (73). https://doi.org/10.1016/j.jretconser.2023.103342OpenAI. (2024). ChatGPT (version May 21) [Large language model]. https://chatgpt.com/share/18ffa07b-2ad6-4b4c-bd97-e57e6018752bPatrick, V & Hagtvedt, H. (2008). Art infusion: The influence of visual Art on the Perception and Evaluation of Consumer Products. Journal of Marketing Research, (XLV), 379-389, ISSN: 1547-7193Patrick, V & Hagtvedt, H. (2008). Art and the brand: The role of visual art in enhancing brand extendibility. Journal of Consumer Psychology, (18), 212 – 222. https://www.sciencedirect.comPeterson, M. (2022, August 27). Apple has never been against advertising—It’s against invasive data collection [Apple insider]. https://appleinsider.com/articles/22/08/27/apple-has-never-been-against-advertising----its-against-invasive-data-collectionPritchett, G. (2014). Poetry and the world of Business - An exploration. Bulletin of the Centre for Research and Interdisciplinary Study, (0010), 51- 57. http://archive.sciendo.com/CRIS/cris.2014.2014.issue-2/cris-2014-0010/cris-2014-0010.pdfQuach, S., Septianto, F., Thaichon, P., & Mao, W. (2022). Art infusion and functional theories of attitudes toward luxury brands: The mediating role of feelings of self-inauthenticity. 150, 538–552. https://doi.org/10.1016Solomon, T. (October 31st, 2016). Why Brand Image Matters more than you think. Forbes agency council.https://www.forbes.com/sites/forbesagencycouncil/2016/10/31/why-brand-image-matters-more-than-you-think/Smigelski, V. (Director). (2022, March 9). Adidas—Impossible is Nothing \| Spec Ad [Video recording]. https://www.youtube.com/watch?app=desktop&v=XYr_r9KxAeMTran, V.-D., & Keng, C.-J. (2018). The Brand Authenticity Scale: Development and Validation. 14(4), 277–291. https://www.researchgate.net/publication/329841082_The_Brand_Authenticity_Scale_Development_and_ValidationVisual and Non-Visual Art. (2023, January 17). [Medium]. https://medium.com/@CarlaoftheL/visual-and-non-visual-art-665cc71b28cbVoskanyan, R. (2019). Poetry and Advertising: Creative Project. [Creative Project, American University of Armenia. https://baec.aua.am/files/2019/07/Robert_Voskanyan_Poetry-and-Advertising.-Creative-Project.docx.pdfVukadin, A et al. (2018). When art meets mall: impact on shopper responses. Journal of Product & Brand Management 27/3 (2018), 277-293. ISSN: 1061-0421instname:Universidad del Rosarioreponame:Repositorio Institucional EdocURAutenticidad de marcaInfusión del arteExpresiones de arte no verbalesPercepciónConsumidorPoesíaArt infusionBrand AuthenticityConsumerNon-verbal art expressionPerceptionPoetryTo what extent do art expressions, expressed through poetry, employed in advertising campaigns influence consumers’ perceptions of a brand?En que medida las expresiones de arte, expresada a través de la poesía, empleadas en campañas de publicidad, influencian la percepción del consumidor sobre una marca?bachelorThesisTrabajo de gradohttp://purl.org/coar/resource_type/c_7a1fEscuela de AdministraciónBogotáORIGINALTo_what_extent_do_art_expressions_expressed_through_poetry_GuzmanNunez-LauraSofia-2024.pdfTo_what_extent_do_art_expressions_expressed_through_poetry_GuzmanNunez-LauraSofia-2024.pdfapplication/pdf4302480https://repository.urosario.edu.co/bitstreams/2c037cdd-fea5-43ff-9d8c-3f3aecbc6c65/downloadfca08e418586af64a069249ce9c991f3MD55To_what_extent_do_art_expressions_expressed_through_poetry_GuzmanNunez-LauraSofia-1-2024.pdfTo_what_extent_do_art_expressions_expressed_through_poetry_GuzmanNunez-LauraSofia-1-2024.pdfapplication/pdf944833https://repository.urosario.edu.co/bitstreams/8b5ca7f1-ea49-4c0d-a664-57fcf0de4a92/download19188115dd1b6c4d4fa01d7900e16f02MD56LICENSElicense.txtlicense.txttext/plain1483https://repository.urosario.edu.co/bitstreams/cbc15f9c-a1b1-44ed-aa74-1f66b2d0eade/downloadb2825df9f458e9d5d96ee8b7cd74fde6MD53CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; 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To what extent do art expressions, expressed through poetry, employed in advertising campaigns influence consumers’ perceptions of a brand?

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