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

Research output: Contribution to journalArticlepeer-review


Thisresearchaimstoexploreamethodology forunderstandingtherelationship 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, whichallowsustodemonstrateacorrelationwiththecultural, economic, andsocialtransformationsthatChilehasendured. Thisstudy providesevidencethatbrands are not innocuous, but that behindthem andtheir consumption, lie symbols andsigns that evoke and promote, explicitly andimplicitly, culturalandsocialassociations 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

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© 2024 Pontificia Universidad Catolica de Chile. All rights reserved.


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