Comunidades de Marca: otra manera de sostener conversaciones y generar Relaciones Públicas.- Brand Communities: another way to generate conversations and Public Relations

Authors

  • Mariela Perez Chavarria Tecnológico de Monterrey, campus Monterrey
  • Astrid A. Rodríguez Ruiz Instituto Tecnológico de Monterrey

DOI:

https://doi.org/10.5783/revrrpp.v2i3.78

Keywords:

comunidad de marca, relaciones públicas, mercadotecnia, comunicación organizacional.

Abstract

En este trabajo se exploran las ventajas de cultivar las llamadas comunidades de marca, término que proviene de la mercadotecnia pero que está en íntima relación con la con las relaciones públicas, el diálogo, y en general, las conversaciones y los lazos generados entre las personas a través de internet. El estudio se centra en Universidades por el estrecho vínculo que se crea entre éstas y sus egresados, y analiza en particular el caso de las asociaciones Exatec (grupos de egresados del Tec de Monterry) para revisar los beneficios que estas agrupaciones brindan a la institución, así como las estrategias que la universidad lleva a cabo para mantener vivo el lazo con estas comunidades. A través de una metodología cualitativa (entrevistas con representantes de Tecnológico de Monterrey y con cinco asociaciones) se explora este exitoso caso mexicano.

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Author Biography

Mariela Perez Chavarria, Tecnológico de Monterrey, campus Monterrey

Profesora titular del departamento de Comunicación y Periodismo del ITESM, Campus Monterrey. Ha sido miembro del SISTEMA NACIONAL DE INVESTIGADORES (SNI). Doctora en Comunicación Organizacional por la Universidad de Málaga, España; Maestra en Ciencias con especialidad en Comunicación (ITESM) y Maestra en Formación y Capacitación de Recursos Humanos (UANL); Licenciada en Ciencias de la Comunicación (Univ. Regiomontana) y Licenciada en Letras Españolas por el ITESM. Sus áreas de especialidad e interés son: Imagen y Reputación Corporativa, Relaciones Públicas, Comunicación Organizacional y Responsabilidad Social Corporativa, entre otras. Mariela.Perez@itesm.mx (Dirección postal: Ave. Eugenio Garza Sada 2501, sur. 64849, Monterrey, N.L. México

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Published

2012-06-02

How to Cite

Perez Chavarria, M., & Rodríguez Ruiz, A. A. (2012). Comunidades de Marca: otra manera de sostener conversaciones y generar Relaciones Públicas.- Brand Communities: another way to generate conversations and Public Relations. International Journal of Public Relations, 2(3(ene-jun), 175–192. https://doi.org/10.5783/revrrpp.v2i3.78

Issue

Vol. 2 No. 3(ene-jun) (2012): Reiniciando las Relaciones Públicas

Section

ARTÍCULOS

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