Marcas como metáforas sociales: una aplicación usando análisis de correspondencias

Sebastián Goldsack-Trebilcock; Francisco Tagle; Cristian Buzeta

doi:10.7764/cdi.57.68359

Authors

Sebastián Goldsack-Trebilcock Universidad de los Andes, Santiago, Chile https://orcid.org/0000-0002-5465-8479
Francisco Tagle Universidad de los Andes, Santiago, Chile https://orcid.org/0000-0003-1480-1020
Cristian Buzeta Universidad de los Andes, Santiago, Chile https://orcid.org/0000-0002-6899-0392

DOI:

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

Keywords:

country of origin effect; consumer culture theory; correspondence analysis.

Abstract

This research aims to explore a methodology for understanding the relationship between specific objects of interest (such as countries and geographical units/regions) and brands to facilitate the discussion of the meaning of specific brands for individuals situated in a determined context and culture. Using a cross-sectional quantitative design, we studied spontaneous brand associations with five geographical units of interest using an online questionnaire in Spanish, sent to a convenience sample of adult Internet users in Chile (n=78) through direct email invitations and personal contacts in professional social networks. Based on a correspondence analysis, the results show a clustering of brands into four main clusters, which allows us to demonstrate a correlation with the cultural, economic, and social transformations that Chile has endured. This study provides evidence that brands are not innocuous, but that behind them and their consumption, lie symbols and signs that evoke and promote, explicitly and implicitly, cultural and social associations and patterns.

Author Biographies

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

SEBASTIÁN GOLDSACK-TREBILCOCK, assistant professor at the School of Communication, Universidad de los Andes, Chile. He received his Ph.D. from the Pontificia Universidad Católica de Chile. His research interests include branding, marketing communication, consumer typologies, and advertising.

Francisco Tagle, Universidad de los Andes, Santiago, Chile

FRANCISCO TAGLE, professor at the School of Communication of the Universidad de los Andes, Chile. Ph.D. in Latin American Studies from the Universidad de Salamanca, Spain. His areas of research are the role and framing of the media in democracies, political communication, and media memory.

Cristian Buzeta, Universidad de los Andes, Santiago, Chile

CRISTIAN BUZETA, assistant professor at the School of Communication, Universidad de los Andes, Chile. Ph.D. from the University of Antwerp, Belgium. His research interest includes marketing communications, brand communication in social media, cross-cultural advertising, and audience research. He currently researches the effectiveness of persuasive communications in different digital formats. His work has been published in international peer-reviewed journals, including the Journal of Interactive Marketing, Journal of Business Research, and International Journal of Advertising.

References

Aaker, D. A. (1996). Building strong brands. Free Press.

Anderson, B. R. O. G. (1991). Imagined communities : reflections on the origin and spread of nationalism (Rev. and extended ed.). Verso.

Arnould, E. J. & Thompson, C. J. (2005). Consumer Culture Theory (CCT): Twenty Years of Research. Journal of Consumer Research, 31(4), 868-882. https://doi.org/10.1086/426626

Artaza, P., Candina, A., Esteve, J., Folchi, M., Grez, S., Guerrero, C., Martínez, J. L., Matus, M., Peñaloza, C., Sanhueza, C., & Zavala, J. M. (2019). Chile despertó. Lecturas desde la Historia del estallido social de octubre (Chile woke up. Readings from the History of the October social unrest). Universidad de Chile. https://uchile.cl/dam/jcr:c1c55bfb-f142-4415-8b68-15fe01ab1eb0/chile-desperto769-lecturas-desde-la-historia.pdf

Askegaard, S. & Linnet, J. T. (2011). Towards an epistemology of consumer culture theory. Marketing Theory, 11(4), 381-404. https://doi.org/10.1177/1470593111418796

Balmer, J. M. T. (2013). Corporate brand orientation: What is it? What of it? Journal of Brand Management, 20, 723-741. https://doi.org/10.1057/bm.2013.15

Batey, M. (2008). Brand Meaning. Routledge.

Batra, R. (2019). Creating Brand Meaning: A Review and Research Agenda. Journal of Consumer Psychology, 29(3), 535-546. https://doi.org/10.1002/jcpy.1122

Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J. B. E. M., & Ramachander, S. (2000). Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries. Journal of Consumer Psychology, 9(2), 83-95. https://doi.org/10.1207/s15327663jcp0902_3

Bilkey, W. J. & Nes, E. (1982). Country-of-Origin Effects on Product Evaluations. Journal of International Business Studies, 13, 89-100. https://doi.org/10.1057/palgrave.jibs.8490539

Brito Munita, J. I. & Tagle Montt, F. (2023). Despliegue del poder blando chino en América Latina y recepción en los países de la región (Deployment of Chinese soft power in Latin America and its reception in the countries of the region). Revista UNISCI, (61), 111-145. https://www.unisci.es/despliegue-del-poder-blando-chino-en-america-latina-y-recepcion-en-los-paises-de-la-region/

Brouthers, L. E. & Xu, K. (2002). Product Stereotypes, Strategy and Performance Satisfaction: The Case of Chinese Exporters. Journal of International Business Studies, 33, 657-677. https://doi.org/10.1057/palgrave.jibs.8491038

Brownlie, D. (1998, 1998/01/01). High minds and low deeds: on being blind to creativity in strategic marketing. Journal of Strategic Marketing, 6(2), 117-130. https://doi.org/10.1080/09652549800000004

Cayla, J. & Eckhardt, G. M. (2008). Asian Brands and the Shaping of a Transnational Imagined Community. Journal of Consumer Research, 35(2), 216-230. https://doi.org/10.1086/587629

De Chernatony, L. (2010). From brand vision to brand evaluation: the strategic process of growing and strengthening brands (3rd Ed.). Routledge.

De Pelsmacker, P., Geuens, M., & Van der Bergh, J. (2021). Marketing communications: a European perspective (7th Ed.). Pearson Education.

Demirbag, M., Sahadev, S., & Mellahi, K. (2010). Country image and consumer preference for emerging economy products: the moderating role of consumer materialism. International Marketing Review, 27(2), 141-163. https://doi.org/10.1108/02651331011037494

Dichter, E. (1962). The world customer. Harvard Business Review, 40(4), 113-122.

Edwards, S. (2023). The Chile project: the story of the Chicago boys and the downfall of neoliberalism. Princeton University Press.

Elliott, R. & Wattanasuwan, K. (1998). Brands as symbolic resources for the construction of identity. International Journal of Advertising, 17(2), 131-144. https://doi.org/10.1080/02650487.1998.11104712

Farquhar, P. H. (1990). Managing Brand Equity. Journal of Advertising Research, 30(4), RC-7-RC-12.

Fermandois, J. (2005). Mundo y fin de mundo: Chile en la política mundial 1900-2004 (World and the end of the world: Chile in world politics 1900-2004). Ediciones Universidad Católica de Chile.

Fernández, M. (2022). El vuelco constituyente (The constituent overturn). Thomson Reuters.

Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343-353. https://doi.org/10.1086/209515

Fournier, S. & Alvarez, C. (2019). How Brands Acquire Cultural Meaning. Journal of Consumer Psychology, 29(3), 519-534. https://doi.org/10.1002/jcpy.1119

Fowles, J. (1996). Advertising and popular culture. SAGE.

Geertz, C. (1983). Local knowledge : further essays in interpretive anthropology. Basic Books.

Gifi, A. (1996). Non-Linear Multivariate Analysis. John Willey & Sons.

Hair, J. F. Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th Ed.). Cengage.

Hatch, M. J., & Rubin, J. (2006). The hermeneutics of branding. Journal of Brand Management, 14, 40-59. https://doi.org/10.1057/palgrave.bm.2550053

Heller, R. (2000, November 13). Le brand, c’est MOI (The brand is ME). Forbes Global. https://www.forbes.com/global/2000/1113/0323074a.html

Holt, D. B. (1997). Poststructuralist Lifestyle Analysis: Conceptualizing the Social Patterning of Consumption in Postmodernity. Journal of Consumer Research, 23(4), 326-350. https://doi.org/10.1086/209487

Holt, D. B. (2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. Journal of Consumer Research, 29(1), 70-90. https://doi.org/10.1086/339922

Holt, D. B. (2004). How brands become icons: the principles of cultural branding. Harvard Business School Press.

Hsieh, M.-H. (2004). An Investigation of Country-of-origin Effect Using Correspondence Analysis: A Cross-national Context. International Journal of Market Research, 46(3), 267-295. https://doi.org/10.1177/147078530404600302

Iglesias, O., Ind, N., & Schultz, M. (2020). History matters: The role of history in corporate brand strategy. Business Horizons, 63(1), 51-60. https://doi.org/10.1016/j.bushor.2019.09.005

Joy, A. & Li, E. P. H. (2012). Studying Consumption Behaviour through Multiple Lenses: An Overview of Consumer Culture Theory. Journal of Business Anthropology, 1(1). https://doi.org/10.22439/jba.v1i1.3550

Kapferer, J.-N. (2012). The new strategic brand management: advanced insights and strategic thinking (5th Ed.). Kogan Page.

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1). https://doi.org/10.1177/002224299305700101

Keller, K.L. (1998) Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall, Upper Saddle River

Keller, K. L. & Lehmann, D. R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740-759. https://doi.org/10.1287/mksc.1050.0153

Kozinets, R. V. (2002). The Field behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research, 39(1), 61-72. https://doi.org/10.1509/jmkr.39.1.61.18935

Krebs, R. (2008). Identidad Chilena (Chilean Identity). Centro de Estudios Bicentenario.

Larraín, J. (2001). Identidad Chilena (Chilean Identity). LOM Ediciones.

Lears, J. (1994). Fables of abundance: a cultural history of advertising in America. Basic Books.

Liefeld, J. P. (2004). Consumer knowledge and use of country-of-origin information at the point of purchase. Journal of Consumer Behaviour, 4(2), 85-87. https://doi.org/https://doi.org/10.1002/cb.161

Lury, C. (2004). Brands: the logos of the global economy. Routledge.

Magnusson, P., Westjohn, S. A., & Zdravkovic, S. (2011). “What? I thought Samsung was Japanese”: accurate or not, perceived country of origin matters. International Marketing Review, 28(5), 454-472. https://doi.org/10.1108/02651331111167589

Malhotra, N. K. (2008). Investigación de Mercados (Market Research) (5th Ed.). Pearson Educación.

McCracken, G. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods. Journal of Consumer Research, 13(1), 71-84. https://doi.org/10.1086/209048

Muniz, A. M. & O'Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27(4), 412-432. https://doi.org/10.1086/319618

Onetto, M. (2017). Temblores de tierra en el jardín del Edén: desastre, memoria e identidad: Chile, siglos XVI-XVIII (Earthquakes in the Garden of Eden: disaster, memory and identity: Chile, 16th-18th centuries). Dirección de Bibliotecas, Archivos y Museos.

Papadopoulos, N. G., & Heslop, L. (1993). Product-country images : impact and role in international marketing. International Business Press.

Pappu, R., Quester, P. G., & Cooksey, R. W. (2007). Country image and consumer-based brand equity: relationships and implications for international marketing. Journal of International Business Studies, 38, 726-745. https://doi.org/10.1057/palgrave.jibs.8400293

Peña, C. (2020). Pensar el malestar: La crisis de octubre y la cuestión constitucional. (Thinking the unrest: The October crisis and the constitutional question). Taurus.

Perez, C. (2004). Signos da Marca: Expressividade e Sensorialidade (Brand Signs: Expressiveness and Sensoriality). Pioneira Thomson Learning.

Peterson, R. A. & Jolibert, A. J. P. (1995). A Meta-Analysis of Country-of-Origin Effects. Journal of International Business Studies, 26, 883-900. https://doi.org/10.1057/palgrave.jibs.8490824

Pharr, J. M. (2005). Synthesizing Country-of-Origin Research from the Last Decade: Is the Concept Still Salient in an Era of Global Brands? Journal of Marketing Theory and Practice, 13(4), 34-45. https://doi.org/10.1080/10696679.2005.11658557

Ruiz, C. (2020). Octubre Chileno: La Irrupción de un Nuevo Pueblo (Chilean October: The Irruption of a New People). Taurus.

Salazar, G. (2023). La porfía constituyente (The constituent stubbornness). Ceibo.

Samiee, S., Shimp, T. A., & Sharma, S. (2005). Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations. Journal of International Business Studies, 36, 379-397. https://doi.org/10.1057/palgrave.jibs.8400145

Sassatelli, R. (2004). Consumo, cultura e società (Consumption, culture and society). Il mulino.

Schmidt-Devlin, E., Özsomer, A., & Newmeyer, C. E. (2022). How to Go GloCal: Omni-Brand Orientation Framework. Journal of International Marketing, 30(4), 1-20. https://doi.org/10.1177/1069031x211070607

Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7-17. https://doi.org/10.1016/j.jcps.2011.09.005

Schroeder, J. E. (2009). The cultural codes of branding. Marketing Theory, 9(1), 123-126. https://doi.org/10.1177/1470593108100067

Shimp, T. A., Samiee, S., & Madden, T. J. (1993). Countries and their products: A cognitive structure perspective. Journal of the Academy of Marketing Science, 21, 323-330. https://doi.org/10.1007/bf02894524

Sørensen, B. & Nielsen, H. T. (2015). Cultural Iconicity: An Emergent Field. Akademisk Kvarter, 10, 5-20. https://doi.org/10.5278/ojs.academicquarter.v0i10.2769

Stange, H., Faure, A., Lagos, C., Salinas, C., Jara, R., & Lagos, A. (2019). Rabia. Miedos, abusos y desórdenes en el oasis chileno (Anger. Fears, abuses and disorders in the Chilean oasis). https://fcei.uchile.cl/dam/jcr:eeff3ee3-d6b4-4258-87fd-b03d6b968a14/RABIA.pdf

Thøgersen, J., Pedersen, S., Paternoga, M., Schwendel, E., & Aschemann-Witzel, J. (2017). How important is country-of-origin for organic food consumers? A review of the literature and suggestions for future research. British Food Journal, 119(3), 542-557. https://doi.org/10.1108/bfj-09-2016-0406

Thompson, C. J. & Haytko, D. L. (1997). Speaking of Fashion: Consumers' Uses of Fashion Discourses and the Appropriation of Countervailing Cultural Meanings. Journal of Consumer Research, 24(1), 15-42. https://doi.org/10.1086/209491

Usunier, J.-C. & Cestre, G. (2008). Comment: Further considerations on the relevance of country-of-origin research. European Management Review, 5(4), 271-274. https://doi.org/https://doi.org/10.1057/emr.2008.27

Wimmer, R. D. & Dominick, J. R. (2011). Mass media research : an introduction (9th Ed.). Cengage- Wadsworth.

Wood, W. (2000). Attitude Change: Persuasion and Social Influence. Annual Review of Psychology, 51, 539-570. https://doi.org/10.1146/annurev.psych.51.1.539