Marcas como metáforas sociales: una aplicación usando análisis de correspondencias

Translated title of the contribution: Brands as Social Metaphors: an Application Using Correspondence Analysis

Sebastián Goldsack-Trebilcock*, Francisco Tagle*, Cristian Buzeta*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


This researcha ims 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 fourmainclusters, 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 behindt hem andt heir consumption, lie symbols and signs that evoke and promote, explicitly and implicitly, cultural and social associations and patterns.

Translated title of the contributionBrands as Social Metaphors: an Application Using Correspondence Analysis
Original languageSpanish
Pages (from-to)247-267
Number of pages21
Issue number57
StatePublished - 2024

Bibliographical note

Publisher Copyright:
© 2024 Pontificia Universidad Catolica de Chile. All rights reserved.


  • consumer culture theory
  • correspondence analysis
  • country of origin effect


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