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The aim of this research is to analyze the territorialization strategy developed by the Spanish brewing company Cruzcampo through its campaign #ConMuchoAcento (#With a strong accent) launched in January 2021.

The work is framed within the case study methodology. Semiotics will be the discipline used to establish the set of cultural units or signs that the company puts into play in its campaign #ConMuchoAcento.

Cruzcampo beer makes use of place branding by highlighting the Andalusian accent as a way of creating a unique positioning strategy. By doing so, the brewing company faces the issue of being associated with the negative Andalusian stereotype, sometimes regarded as if it were uneducated and low class. The use of dialectic must be seen as a step further in place branding strategy since it brings locality to the commercial message.

The social effects of the cultural units brought into play by the #ConMuchoAcento campaign remain to be analyzed, that is, the political dimension of this exercise of signifying agency of Andalusian culture. In other words, it remains to be seen how the accent represents that romantic Andalusian ideal of “authenticity” as that form of subjectivity at the margins of the cultural and rational organization of modern global capitalism.

This study is one of the first to be conducted on the multi-award-winning #ConMuchoAcento campaign. Furthermore, it will analyze the place branding strategy carried out by the brand from a semiotic perspective.

This research aims to find which components of Decent Work are associated with Subjective Well-Being.

With data from 2021 from the states of Mexico, econometric models are carried out.

It is found that disposable income and satisfaction with leisure time have a significant positive relationship with employees' Subjective Well-Being. Likewise, the rate of critical occupancy conditions and informality rate have a significant negative relationship with Subjective Well-Being. The research suggests that influencing the Decent Work conditions of the population in Mexico could favour their Subjective Well-Being.

Share guidelines that enable employers and governments to establish strategies and policies that promote Decent Work to increase the Subjective Well-being of employees.

This article evaluates different variables that make up the Decent Work construct in their level of influence on Subjective Well-being. These relationships and variables considered have not been identified in previous studies as a whole.