Marcas como metáforas sociales: una aplicación usando análisis de correspondencias

Autores/as

DOI:

https://doi.org/10.7764/cdi.57.68359

Palabras clave:

marca país de origen; teoría de consumo cultural; análisis de correspondencias.

Resumen

Esta investigación busca explorar una metodología para comprender la relación entre ciertos objetos de interés (como países y unidades/regiones geográficas) y marcas para facilitar el debate sobre el significado de marcas específicas para individuos situados en determinados contextos y culturas. Mediante un diseño cuantitativo transversal, se estudiaron asociaciones espontáneas de marca hacia cinco unidades geográficas de interés utilizando un cuestionario en línea en español, enviado a una muestra de conveniencia de usuarios adultos de Internet en Chile (n=78) directamente vía correo electrónico y mediante contactos personales en redes sociales profesionales. Basados en un análisis de correspondencias, los resultados muestran una agrupación de marcas en cuatro principales clústeres, lo que permite demostrar una correlación con las transformaciones culturales, económicas y sociales experimentadas en Chile. Este estudio permite afirmar que las marcas no son inocuas, sino que tras de ellas y su consumo se esconden símbolos y signos que evocan y promueven, explícita como implícitamente, asociaciones y pautas culturales y sociales.

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Biografía del autor/a

Sebastián Goldsack-Trebilcock, Universidad de los Andes, Santiago, Chile

SEBASTIÁN GOLDSACK-TREBILCOCK, profesor asistente en la Facultad de Comunicación, Universidad de los Andes, Chile. Obtuvo su doctorado en la Pontificia Universidad Católica de Chile. Sus intereses de investigación incluyen branding, comunicación de marketing, tipologías de consumo y publicidad.

Francisco Javier Tagle, Universidad de los Andes, Santiago, Chile

FRANCISCO TAGLE, académico de la Facultad de Comunicación de la Universidad de los Andes, Chile. Doctor en Estudios Latinoamericanos por la Universidad de Salamanca, España. Sus áreas de investigación son el rol y los encuadres de los medios de comunicación en las democracias, la comunicación política y la memoria mediática.

Cristian Buzeta, Universidad de los Andes, Santiago, Chile

CRISTIAN BUZETA, profesor asistente en la Facultad de Comunicación, Universidad de los Andes, Chile. Doctorado por la Universidad de Amberes, Bélgica. Sus intereses de investigación incluyen comunicación de marketing, comunicación de marca en redes sociales, publicidad intercultural e investigación de audiencias. Actualmente estudia la efectividad de la comunicación persuasiva en distintos formatos digitales. Sus investigaciones han sido publicadas en revistas académicas internacionales, como el Journal of Interactive MarketingJournal of Business Research e International Journal of Advertising.

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Publicado

2024-01-18

Cómo citar

Goldsack-Trebilcock, S., Tagle, F., & Buzeta, C. (2024). Marcas como metáforas sociales: una aplicación usando análisis de correspondencias. Cuadernos.Info, (57), 247–267. https://doi.org/10.7764/cdi.57.68359