Marcas como metáforas sociales: una aplicación usando análisis de correspondencias
DOI:
https://doi.org/10.7764/cdi.57.68359Palabras 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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