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Title: Empresas LGBT friendly y uso de Pink Branding. Estudio de caso: Google y El Corte Inglés
Author: Jiménez Pinardo, David
Tutor: Creus, Amalia Susana
Keywords: LGBT friendly
El Corte Inglés
pink branding
Issue Date: 8-Jan-2020
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: This research is based on the gradual recognition that laws of various democratic countries are developing towards the LGBT community. Also considers an ideal example of this equal rights: the legalization of same-sex marriage, which has made this group increasingly accepted by society. They are also multiple studies that attempt to approximate the number of members of this group also expose their purchasing power. With this increasing standardization, large companies are beginning to focus on the LGBT public as a new target audience, both to offer products that meet their needs as it comes to being a benchmark Employer Branding and its corporate principles. These circumstances make this dissertation focus on the treatment in the field of communication that companies make to the LGBT community as a target audience. Two of the main theoretical approaches will try to relate the concepts of Pink Branding and LGBT friendly company, applying these considerations in two case studies of two well-known companies: Google and El Corte Inglés.
Language: Spanish
Appears in Collections:Bachelor thesis, research projects, etc.

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