Social perceptions of the Chilean National Soccer Team as a brand

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dc.coverageDOI: 10.25029/od.2021.288.20
dc.creatorBenavides, C
dc.creatorBrito, J I
dc.creatorGuerrero, Juan José
dc.creatorTagle, F
dc.date2021
dc.date.accessioned46027,76551
dc.date.available46027,76551
dc.descriptionThe sporting successes achieved by the Chilean National Soccer Team in 2015 and 2016 allow us to distinguish the changes in the perceptions of Chileans regarding La Roja. Based on the consideration of this team as a brand, it was concluded that it has a high symbolic degree in terms of a unifying element of Chilean society, which is considered fragmented. For this study, 2,410 face to face surveys were conducted in Santiago de Chile with people between 10 and 80 years of age, which were segmented based on the socioeconomic groups of the country.spa
dc.identifierhttps://investigadores.uandes.cl/en/publications/f14c30bb-70e6-42f0-af28-62311751af9a
dc.languagespa
dc.rightsinfo:eu-repo/semantics/openAccess
dc.source(2021) nr.20 p.29-48
dc.subjectAaker
dc.subjectBrand
dc.subjectChile
dc.subjectEQUITY
dc.subjectIDENTIFICATION
dc.subjectIMPACT
dc.subjectNational Soccer Team
dc.subjectPERSONALITY
dc.subjectPerceptions
dc.subjectSPONSORSHIP
dc.titleSocial perceptions of the Chilean National Soccer Team as a brandspa
dc.typeArticleeng
dc.typeArtículospa
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