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Medición de la credibilidad del Spokeman del endorsement en la población individualista y colectivista de Colombia

Author

Listed:
  • Yesenia Alzate Zapata
  • Francisco Javier García Vásquez
  • Ana Isabel Moreno Mejía

Abstract

El endorsement es una herramienta utilizada en el marketing, para promocionar productos usando a personas reconocidas a nivel nacional, denominados celebridades. Hofstede hace un estudio del comportamiento de las personas en la sociedad, llegando a una conclusión: categorizarlas en “individualistas” o “colectivistas”, según sus pensamientos y forma de actuar. El objetivo de este artículo es ver como el endorsement impacta la población colombiana, pretendiendo identificar a cual población categorizada en colectivista e individualista influye más. Se utilizó un análisis clúster para identificar las categorizaciones de Hofstede, con una muestra de 602 personas, a la cual se le aplicó una encuesta virtual. Los resultados llevan a comprobar a qué población categorizada en individualista-colectivista impacta más el endorsement. ******** The endorsement is a marketing tool used to promote products sponsoring by nationally recognized person called celebrity. Hofstede makes a study of the people in society, categorizing them on Individualists or Collectivists according to their thoughts and behaviors. The aim of this article is to see how the endorsement impacts the population, identifying which population categorized in collectivistic and individualistic is more vulnerable to this kind of advertising. A cluster analysis was used to identify Hofstede categories with a sample of 602 residents in Colombia, it was applied by an online survey. The results lead to check in which of the two groups of people categorized the endorsement has a bigger impact.

Suggested Citation

  • Yesenia Alzate Zapata & Francisco Javier García Vásquez & Ana Isabel Moreno Mejía, 2016. "Medición de la credibilidad del Spokeman del endorsement en la población individualista y colectivista de Colombia," Revista de Economía y Administración, Universidad Autónoma de Occidente, vol. 12(2), pages 63-77, February.
    • Handle: RePEc:col:000156:015085
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    Keywords

    Endorsement; Individualismo-Colectivismo.;

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