Personalidad de marca de los partidos políticos en Chile: una mirada desde los ciudadanos más jóvenes
DOI:
https://doi.org/10.7764/cdi.41.1252Palabras clave:
marketing político, comunicación política, partidos políticos, brandingResumen
Este estudio examina la adecuación de la noción de personalidad de marca (Aaker, 1997) en el ámbito de los partidos políticos chilenos, midiendo su percepción en jóvenes universitarios. Se muestra que este concepto posee una validez de constructo y confiabilidad adecuada, observándose una estructura de cinco dimensiones (honestidad, capacidad, ser actual, energía y ser diferente) similar a la reportada en estudios previos (Smith, 2009). Adicionalmente, se presenta un análisis exploratorio de tres partidos políticos (izquierda, centro y derecha), encontrando percepciones deficientes de estos, con diferencias relevantes según autoposicionamiento político y grupo socioeconómico de los entrevistados.
Citas
Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356. https://doi.org/10.2307/3151897
Ahmad, A. & Thyagaraj, K. (2015). Understanding the influence of brand personality on consumer behavior. Journal of Advanced Management Science, 3(1), 38-43. https://doi.org/10.12720/joams.3.1.38-43
Araya-Castillo, L. & Etchebarne, S. (2014a). Personalidad de marca de partidos políticos: Una mirada desde la comunidad estudiantil universitaria [Brand personality of political parties: a glance from young university students]. Revista Latinoamericana de Ciencias Sociales, Niñez y Juventud, 12(1), 225-241. Retrieved from http://revistaumanizales.cinde.org.co/index.php/Revista-Latinoamericana/article/view/1123
Araya-Castillo, L. & Etchebarne, S. (2014b). Personalidad de marca de los partidos políticos: propuesta de modelo [Political Parties’ Brand Personality: A suggested model]. Folios, (40), 67-89. https://doi.org/10.17227/01234870.40folios67.89
Austin, J., Siguaw, J., & Mattila, A. (2003). A re-examination of the generalizability of the Aaker brand personality measurement framework. Journal of Strategic Marketing, 11(2), 77-92. https://doi.org/10.1080/0965254032000104469
Banerjee, S. & Ray Chaudhuri, B. (2016). Influence of voter demographics and newspaper in shaping political party choice in India: An empirical investigation. Journal of Political Marketing, 1, 1-28. https://doi.org/10.1080/15377857.2016.1147513
Campbell, D. T. & Fiske, D. W. (1959). Convergent and discriminant validation by the multitreatmultimethod matrix. Psychological Bulletin, 56(2), 81-105. https://doi.org/10.1037/h0046016
Cárdenas Neira, C. (2016). El movimiento estudiantil chileno (2006-2016) y el uso de la web social: nuevos repertorios de acción e interacción comunicativa [The Chilean student movement (2006-2016) and the use of the social web: new action and communicative interaction repertoires]. Última Década, 24(45), 93-116. https://doi.org/10.4067/S0718-22362016000200006
Carrasco, G. (2010). Participación y tendencias políticas en estudiantes universitarios: el caso de la Universidad de Chile [Political participation and trends in university students: the case of the University of Chile]. Ultima Década, 18(32), 85-103. https://doi.org/10.4067/S0718-22362010000100005
Cronbach, L. J. (1960). Essentials for Psychological Testing. New York: Harper and Row.
Engel, E. (2015). Informe Final: Consejo Asesor Presidencial contra los Conflictos de Interés, el Tráfico de Influencias y la Corrupción [Final Report: Presidential Advisory Council against Conflicts of Interest, Trafficking in Influences and Corruption]. Revista de derecho (Valdivia), 28(2), 267-269. https://doi.org/10.4067/S0718-09502015000200015
Farrandi, J., Valette-Florence, P., & Fine-Falcy, S. (2000). Aaker’s brand personality scale in a French context: A replication and preliminary test of validity. In H. E. Spotts, & H. L. Meadow (Eds.), Developments of Marketing Science, Vol. 23. (pp. 7−13) Montreal: Academy of Marketing Science.
Frías, S. M. (2001). Opiniones y Actitudes (Nº39) Cultura política en España: Conocimiento, Actitudes, y Práctica [Opinion and Attitudes (Nº 39) Political Culture in Spain: Knowledge, Attitudes and Practice]. Madrid: Centro de Investigaciones Sociológicas.
Gorbaniuk, O., Kusak, K., Kogut, A., & Kustos, M. (2015). Dimensions of political party “personality” perception. Journal of Political Marketing, 14(1-2), 35-63. https://doi.org/10.1080/15377857.2014.990840
Guthrie, S. E. (1997). Anthropomorphism: A definition and a theory. In R.W. Mitchell, N.S. Thompson, & H.L. Miles (Eds.), Antropomorphism Anecdots and Animals (pp.50-58). Albany, New York: State University of New York Press.
Kantar Ibope Media (2016). Establishment Survey 2016. Working paper. Santiago, Chile.
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600. https://doi.org/10.1086/346254
Lee, H. S. & Cho, C. H. (2012). Sporting event personality: Scale development and sponsorship implications. International Journal of Sports Marketing and Sponsorship, 14(1), 46-63. https://doi.org/10.1108/IJSMS-14-01-2012-B005
Llamazares, I. & Sandell, R. (2003). Partidos políticos y dimensiones ideológicas en Argentina, Chile, México y Uruguay. Esbozo de un análisis espacial [Political parties and ideological dimension in Argentina, Mexico and Uruguay: Outline of a spatial analysis]. Polis: Investigación y Análisis Sociopolítico y Psicosocial, (99), 43-70. Retrieved from http://polismexico.izt.uam.mx/index.php/rp/article/view/434
Lock, A. & Harris, P. (1996). Political marketing-vive la difference! European Journal of Marketing, 30(10/11), 14-24. https://doi.org/10.1108/03090569610149764
Malhotra, N. (2008). Investigación de Mercados [Marketing Research]. (5ª ed.). Mexico: Pearson/Prentice Hall.
Marland, A. (2003). Marketing political soap: A political marketing view of selling candidates like soap, of electioneering as a ritual, and of electoral military analogies. Journal of Public Affairs, 3(2), 103-115. https://doi.org/10.1002/pa.139
Maureira, S. T. (2008). De lo épico a lo cotidiano: Jóvenes y generaciones políticas en Chile [From the Epic to the Everyday: Youth and Political Generations in Chile]. Revista de Ciencia Política, 28(2), 143-160. https://doi.org/10.4067/S0718-090X2008000200006
Messick, S. (1994). Foundations of validity: Meaning and consequences in psychological assessment. European Journal of Psychological Assessment, 10(1), 1-9.
Muñoz-Navarro, A. (2008). La nación en el discurso de la derecha. Un análisis ideológico del debate parlamentario chileno [The concept of nation within de right-wing discourse. An ideological analysis in the Chilean Congress debate]. Signo y Pensamiento, 27(53). 174-191. Retrieved from http://www.scielo.org.co/scielo.php?script=sci_arttext&pid=S0120-48232008000200011
Murphy, L., Moscardo, G., & Benckendorff, P. (2007). Using brand personality to differentiate regional tourism destinations. Journal of Travel Research, 46(1), 5-14. https://doi.org/10.1177/0047287507302371
Newman, B. I. (1999). The Mass Marketing of Politics: Democracy in an Age of Manufactured Images. London: Sage Publications.
Olavarrieta, S., Friedmann, R., & Manzur, E. (2010). Brand Personality in Chile: a combined emic-etic approach. Estudios de Administración, 17(1), 25–50. Retrieved from http://estudiosdeadministracion.unegocios.cl/images/stories/pdf/E_A_2010_VOL_17_N1_solavarrieta_rfriedmann_emanzur.pdf
O’Shaughnessy, N. J. (1990). The Phenomenon of Political Marketing. London: Springer.
Peng, N. & Hackley, C. (2009). Are voters, consumers? A qualitative exploration of the voter-consumer analogy in political marketing. Qualitative Market Research: An International Journal, 12(2), 171-186. https://doi.org/10.1108/13522750910948770
Rothschild, M. L. (1979). Marketing communications in nonbusiness situations or why it’s so hard to sell brotherhood like soap. The Journal of Marketing, 43(2), 11-20. https://doi.org/10.2307/1250737
Sandoval, J. & Carvallo, V. (2017). Discursos sobre política y democracia de estudiantes universitarios chilenos de distintas organizaciones juveniles [Discourses on politics and democracy by Chilean students from different youth organizations]. Revista Española de Ciencia Política, (43), 137-160. https://doi.org/10.21308/recp.43.06
Scammell, M. (2015). Politics and image: the conceptual value of branding. Journal of Political Marketing, 14(1-2), 7-18. https://doi.org/10.1080/15377857.2014.990829
Schneider, H. (2004). Branding in politics—manifestations, relevance and identity-oriented management. Journal of Political Marketing, 3(3), 41-67. https://doi.org/10.1300/J199v03n03_03
SERVEL (2015). Resultados electorales [Electoral results]. Retrieved from http://www.servel.cl/ss/site/elecciones_presidenciales_1989_al_2013.html
Smith, G. (2009). Conceptualizing and testing brand personality in British politics. Journal of Political Marketing, 8(3), 209-232. https://doi.org/10.1080/15377850903044858
Valdez Zepeda, A. (2003). El debate contemporáneo sobre la mercadotecnia política en América Latina: Una respuesta a sus críticos [The contemporary debate on political marketing in Latin America: a response to its critics]. Revista Latina de Comunicación Social, 6(56). Retrieved from https://www.ull.es/publicaciones/latina/20035624valdez.htm
Ahmad, A. & Thyagaraj, K. (2015). Understanding the influence of brand personality on consumer behavior. Journal of Advanced Management Science, 3(1), 38-43. https://doi.org/10.12720/joams.3.1.38-43
Araya-Castillo, L. & Etchebarne, S. (2014a). Personalidad de marca de partidos políticos: Una mirada desde la comunidad estudiantil universitaria [Brand personality of political parties: a glance from young university students]. Revista Latinoamericana de Ciencias Sociales, Niñez y Juventud, 12(1), 225-241. Retrieved from http://revistaumanizales.cinde.org.co/index.php/Revista-Latinoamericana/article/view/1123
Araya-Castillo, L. & Etchebarne, S. (2014b). Personalidad de marca de los partidos políticos: propuesta de modelo [Political Parties’ Brand Personality: A suggested model]. Folios, (40), 67-89. https://doi.org/10.17227/01234870.40folios67.89
Austin, J., Siguaw, J., & Mattila, A. (2003). A re-examination of the generalizability of the Aaker brand personality measurement framework. Journal of Strategic Marketing, 11(2), 77-92. https://doi.org/10.1080/0965254032000104469
Banerjee, S. & Ray Chaudhuri, B. (2016). Influence of voter demographics and newspaper in shaping political party choice in India: An empirical investigation. Journal of Political Marketing, 1, 1-28. https://doi.org/10.1080/15377857.2016.1147513
Campbell, D. T. & Fiske, D. W. (1959). Convergent and discriminant validation by the multitreatmultimethod matrix. Psychological Bulletin, 56(2), 81-105. https://doi.org/10.1037/h0046016
Cárdenas Neira, C. (2016). El movimiento estudiantil chileno (2006-2016) y el uso de la web social: nuevos repertorios de acción e interacción comunicativa [The Chilean student movement (2006-2016) and the use of the social web: new action and communicative interaction repertoires]. Última Década, 24(45), 93-116. https://doi.org/10.4067/S0718-22362016000200006
Carrasco, G. (2010). Participación y tendencias políticas en estudiantes universitarios: el caso de la Universidad de Chile [Political participation and trends in university students: the case of the University of Chile]. Ultima Década, 18(32), 85-103. https://doi.org/10.4067/S0718-22362010000100005
Cronbach, L. J. (1960). Essentials for Psychological Testing. New York: Harper and Row.
Engel, E. (2015). Informe Final: Consejo Asesor Presidencial contra los Conflictos de Interés, el Tráfico de Influencias y la Corrupción [Final Report: Presidential Advisory Council against Conflicts of Interest, Trafficking in Influences and Corruption]. Revista de derecho (Valdivia), 28(2), 267-269. https://doi.org/10.4067/S0718-09502015000200015
Farrandi, J., Valette-Florence, P., & Fine-Falcy, S. (2000). Aaker’s brand personality scale in a French context: A replication and preliminary test of validity. In H. E. Spotts, & H. L. Meadow (Eds.), Developments of Marketing Science, Vol. 23. (pp. 7−13) Montreal: Academy of Marketing Science.
Frías, S. M. (2001). Opiniones y Actitudes (Nº39) Cultura política en España: Conocimiento, Actitudes, y Práctica [Opinion and Attitudes (Nº 39) Political Culture in Spain: Knowledge, Attitudes and Practice]. Madrid: Centro de Investigaciones Sociológicas.
Gorbaniuk, O., Kusak, K., Kogut, A., & Kustos, M. (2015). Dimensions of political party “personality” perception. Journal of Political Marketing, 14(1-2), 35-63. https://doi.org/10.1080/15377857.2014.990840
Guthrie, S. E. (1997). Anthropomorphism: A definition and a theory. In R.W. Mitchell, N.S. Thompson, & H.L. Miles (Eds.), Antropomorphism Anecdots and Animals (pp.50-58). Albany, New York: State University of New York Press.
Kantar Ibope Media (2016). Establishment Survey 2016. Working paper. Santiago, Chile.
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600. https://doi.org/10.1086/346254
Lee, H. S. & Cho, C. H. (2012). Sporting event personality: Scale development and sponsorship implications. International Journal of Sports Marketing and Sponsorship, 14(1), 46-63. https://doi.org/10.1108/IJSMS-14-01-2012-B005
Llamazares, I. & Sandell, R. (2003). Partidos políticos y dimensiones ideológicas en Argentina, Chile, México y Uruguay. Esbozo de un análisis espacial [Political parties and ideological dimension in Argentina, Mexico and Uruguay: Outline of a spatial analysis]. Polis: Investigación y Análisis Sociopolítico y Psicosocial, (99), 43-70. Retrieved from http://polismexico.izt.uam.mx/index.php/rp/article/view/434
Lock, A. & Harris, P. (1996). Political marketing-vive la difference! European Journal of Marketing, 30(10/11), 14-24. https://doi.org/10.1108/03090569610149764
Malhotra, N. (2008). Investigación de Mercados [Marketing Research]. (5ª ed.). Mexico: Pearson/Prentice Hall.
Marland, A. (2003). Marketing political soap: A political marketing view of selling candidates like soap, of electioneering as a ritual, and of electoral military analogies. Journal of Public Affairs, 3(2), 103-115. https://doi.org/10.1002/pa.139
Maureira, S. T. (2008). De lo épico a lo cotidiano: Jóvenes y generaciones políticas en Chile [From the Epic to the Everyday: Youth and Political Generations in Chile]. Revista de Ciencia Política, 28(2), 143-160. https://doi.org/10.4067/S0718-090X2008000200006
Messick, S. (1994). Foundations of validity: Meaning and consequences in psychological assessment. European Journal of Psychological Assessment, 10(1), 1-9.
Muñoz-Navarro, A. (2008). La nación en el discurso de la derecha. Un análisis ideológico del debate parlamentario chileno [The concept of nation within de right-wing discourse. An ideological analysis in the Chilean Congress debate]. Signo y Pensamiento, 27(53). 174-191. Retrieved from http://www.scielo.org.co/scielo.php?script=sci_arttext&pid=S0120-48232008000200011
Murphy, L., Moscardo, G., & Benckendorff, P. (2007). Using brand personality to differentiate regional tourism destinations. Journal of Travel Research, 46(1), 5-14. https://doi.org/10.1177/0047287507302371
Newman, B. I. (1999). The Mass Marketing of Politics: Democracy in an Age of Manufactured Images. London: Sage Publications.
Olavarrieta, S., Friedmann, R., & Manzur, E. (2010). Brand Personality in Chile: a combined emic-etic approach. Estudios de Administración, 17(1), 25–50. Retrieved from http://estudiosdeadministracion.unegocios.cl/images/stories/pdf/E_A_2010_VOL_17_N1_solavarrieta_rfriedmann_emanzur.pdf
O’Shaughnessy, N. J. (1990). The Phenomenon of Political Marketing. London: Springer.
Peng, N. & Hackley, C. (2009). Are voters, consumers? A qualitative exploration of the voter-consumer analogy in political marketing. Qualitative Market Research: An International Journal, 12(2), 171-186. https://doi.org/10.1108/13522750910948770
Rothschild, M. L. (1979). Marketing communications in nonbusiness situations or why it’s so hard to sell brotherhood like soap. The Journal of Marketing, 43(2), 11-20. https://doi.org/10.2307/1250737
Sandoval, J. & Carvallo, V. (2017). Discursos sobre política y democracia de estudiantes universitarios chilenos de distintas organizaciones juveniles [Discourses on politics and democracy by Chilean students from different youth organizations]. Revista Española de Ciencia Política, (43), 137-160. https://doi.org/10.21308/recp.43.06
Scammell, M. (2015). Politics and image: the conceptual value of branding. Journal of Political Marketing, 14(1-2), 7-18. https://doi.org/10.1080/15377857.2014.990829
Schneider, H. (2004). Branding in politics—manifestations, relevance and identity-oriented management. Journal of Political Marketing, 3(3), 41-67. https://doi.org/10.1300/J199v03n03_03
SERVEL (2015). Resultados electorales [Electoral results]. Retrieved from http://www.servel.cl/ss/site/elecciones_presidenciales_1989_al_2013.html
Smith, G. (2009). Conceptualizing and testing brand personality in British politics. Journal of Political Marketing, 8(3), 209-232. https://doi.org/10.1080/15377850903044858
Valdez Zepeda, A. (2003). El debate contemporáneo sobre la mercadotecnia política en América Latina: Una respuesta a sus críticos [The contemporary debate on political marketing in Latin America: a response to its critics]. Revista Latina de Comunicación Social, 6(56). Retrieved from https://www.ull.es/publicaciones/latina/20035624valdez.htm
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Publicado
2017-12-30
Cómo citar
Uribe, R. ., Buzeta, C. ., & Reyes, . J. . (2017). Personalidad de marca de los partidos políticos en Chile: una mirada desde los ciudadanos más jóvenes. Cuadernos.Info, (41), 89–104. https://doi.org/10.7764/cdi.41.1252
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