Publication: Marcas sectoriales: la publicidad B2B en los sectores frutícolas y vitivinícolas de Chile y España (2014-2019)
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2021-08-30
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Universidad Complutense de Madrid
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Abstract
Esta Tesis Doctoral identifica y analiza el uso de marcas sectoriales en la publicidad B2B en el ámbito frutícola y vitivinícola de Chile y España en el periodo2014 a 2019. Dicha investigación monográfica, definida como un análisis de materia específica, utiliza una metodología multimétodo que combina la investigación cualitativa y cuantitativa. La primera parte de la Tesis Doctoral se centra en establecer el estado de la cuestión de la materia de estudio a partir de la revisión de fuentes secundarias, siendo incipiente la literatura científica especializada en marcas sectoriales. La segunda parte desarrolla la investigación llevada a cabo, compuesta por un análisis de contenido cuantitativo y cualitativo de la publicidad de las marcas sectoriales de la muestra de estudio publicadas en revistas B2B de los sectores frutícolas y vitivinícolas. La selección de la muestra consideró un alcance temporal retrospectivo entre los años 2014y 2019. La tercera parte de la investigación generó información primaria cualitativa a partir del análisis discursivo que emerge de las entrevistas en profundidad a expertos. Se determina así la percepción de los profesionales B2B relacionados con la gestión de las marcas sectoriales, tanto del ámbito público como privado en Chile y España, países objeto de estudio...
This Doctoral Thesis identifies and analyzes the use of sectorial brands in B2B advertising in the fruit and wine sectors of Chile and Spain in the period 2014 to 2019.This monographic research, defined as an analysis of specific subject matter, uses amulti-method methodology that combines qualitative and quantitative research.The first part of the Doctoral Thesis focuses on establishing the state of the matter of the subject of study from the review of secondary sources, even though the scientific literature specialized in sectorial brands is relatively incipient. The second part explains the research carried out, consisting of a quantitative and qualitative content analysis of the advertising of the sectorial brands of the study sample published in B2B magazines of the fruit and wine sectors. The selection of the sample considered a retrospective temporal scope between the years 2014 and 2019. The third part of the research generated qualitative primary information from the discourse analysis that emerges from the in-depth interviews undertaken with experts. This has the objective of determining the perception of B2B professionals related to the management of sectorial brands, both in the public and private spheres in both countries under study, including Chile and Spain...
This Doctoral Thesis identifies and analyzes the use of sectorial brands in B2B advertising in the fruit and wine sectors of Chile and Spain in the period 2014 to 2019.This monographic research, defined as an analysis of specific subject matter, uses amulti-method methodology that combines qualitative and quantitative research.The first part of the Doctoral Thesis focuses on establishing the state of the matter of the subject of study from the review of secondary sources, even though the scientific literature specialized in sectorial brands is relatively incipient. The second part explains the research carried out, consisting of a quantitative and qualitative content analysis of the advertising of the sectorial brands of the study sample published in B2B magazines of the fruit and wine sectors. The selection of the sample considered a retrospective temporal scope between the years 2014 and 2019. The third part of the research generated qualitative primary information from the discourse analysis that emerges from the in-depth interviews undertaken with experts. This has the objective of determining the perception of B2B professionals related to the management of sectorial brands, both in the public and private spheres in both countries under study, including Chile and Spain...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 16-12-2020