Documento de trabajo nº 19: La RSC de la publicidad: transparencia, credibilidad y confianza de las marcas
Humberto Salerno
February 2014
The economic crisis has highlighted some remarkable changes in consumer behaviour regarding their purchase decision and their relationship with brands. These changes respond primarily to a much more demanding and selective consumer profile. The present study analyses the diverse factors that are forcing advertising to improve its level of credibility, which has been lost in the last years of economic crisis and that in turn has provoked a loose in consumer confidence. As an alternative to this situation, the proposal is to adopt creative arguments based on the experience of buying a product and/or service and transmit Corporate Social Responsibility (CSR)-related values that match consumer awareness.