Estudio experimental: influencia del retoque digital y los estereotipos raciales en la construcción de imagen de marca de la empresa Maré Beachwear

Abstract

The present project is a experimental study that has the funtion to identify the influences of the racial stereotypes like the Caucasian, Afro and Half Blood and the digital retouch in the construction of brand image of the swimwear caleña brand, Maré Beachwear. For develop this, it uses a metodologic experimental design with cuantitative form, that allows analyze and quantify the percepcions result of the combination of each one of the variables mentioned recently, with this, they can choose which one produces more aceptation in the target group. For this, they rebuild one ad of the textil category in six different versions, one of them shows each one of the variables of the study. After that, they formuled one structure questionary that evalues the brand image by the dimensions of itself in fuction of the teory provided by Aaker and Keller, that was applied with the exposure of the ads to a target group between 16 and 24 years old of the Autónoma de Occidente University. Because of that, the experiment shows, that in effect, the variables influences in the construction of a brand image, but their influence changes in agreement of the combination of itselfs, in example, the afro stereotype without of digital retouch is the combination of variable that most acceptation generates