학술논문
La transmisión de valores en la publicidad gráfica y su influencia en la intención de acción en los aficionados (as) de los clubes de fútbol mexicano; Leones Negros, Atlas y Chivas
Document Type
Dissertation/Thesis
Source
TDX (Tesis Doctorals en Xarxa)
Subject
Language
Spanish; Castilian
Abstract
La presente tesis doctoral se centra en el estudio de la comunicación estratégica en entidades deportivas específicamente clubes de fútbol. El objetivo principal de esta investigación es conocer si los valores transmitidos de forma textual en la publicidad gráfica de un club de fútbol influyen en la intención de acción de sus aficionados como por ejemplo asistir al estadio. La base teórica de la investigación se sustenta entre la relación de los valores sociales, humanos y deportivos y la teoría del comportamiento planificado. Se planteó una metodología mixta con la finalidad de dar respuestas a nuestros objetivos específicos e hipótesis de la investigación. Para ello se utilizaron diferentes instrumentos como análisis de contenido, entrevistas a profundidad, focus group, estadística descriptiva y el modelo de regresión lineal múltiple. Uno de los propósitos principales de esta investigación es la construcción de un listado de valores que tengan mayor presencia en el fútbol, el cual está formado por 20 valores de los cuales Lealtad, Respeto, Pasión, Deportividad y Esfuerzo fueron los cinco mejor evaluados de acuerdo a sus medias. Los resultados están compuestos por dos estudios, el primero se centra en la prueba piloto con una muestra de 112 participantes que tuvo como finalidad de la validación y evaluación del listado de valores presentes en el ámbito del fútbol. La segunda fase se centra en un test final de recepción con una muestra de 402 participantes donde los cinco valores antes mencionados se utilizaron para transmitirlos en la publicidad gráfica de los clubes de fútbol Atlas, Chivas y Leones Negros como parte de la comunicación estratégica para medir y conocer su influencia sobre la intención de acción al momento de ser reconocidos por los aficionados. Las conclusiones nos aportan que los valores transmitidos en la publicidad gráfica sí influyen en la afición sobre la intención de realizar una acción determinada. Los valores mejor reconocidos en la publicidad gráfica por la muestra son Lealtad, Pasión y Esfuerzo. Palabras Claves: Valores, Entidades deportivas, publicidad, intención de acción.
This doctoral thesis focuses on the study of strategic communication in sports entities, specifically soccer clubs. The main objective of this research is to know if the values transmitted textually in the graphic advertising of a soccer club influence the intention of action of its fans, such as attending the stadium. The theoretical basis of the research is based on the relationship between social, human and sports values and the theory of planned behavior. A mixed methodology was used in order to provide answers to our specific objectives and research hypotheses. For this purpose, different instruments were used, such as content analysis, in-depth interviews, focus group, descriptive statistics and the multiple linear regression model. One of the main purposes of this research is the construction of a list of values that have greater presence in soccer, which is formed by 20 values of which Loyalty, Respect, Passion, Sportsmanship and Effort were the five best evaluated according to their averages. The results are composed of two studies, the first focuses on the pilot test with a sample of 112 participants whose purpose was the validation and evaluation of the list of values present in the field of soccer. The second phase focuses on a final reception test with a sample of 402 participants where the five aforementioned values were used to transmit them in the graphic advertising of the soccer clubs Atlas, Chivas and Leones Negros as part of the strategic communication to measure and know their influence on the intention of action at the moment of being recognized by the fans. The conclusions show that the values transmitted in graphic advertising do influence the fans' intention to perform a specific action. The values best recognized in graphic advertising by the sample are Loyalty, Passion and Effort. Keywords: Values, Sports entities, advertising, intention of action.
Universitat Autònoma de Barcelona. Programa de Doctorat en Comunicació Estratègica, Publicitat i Relacions Públiques
This doctoral thesis focuses on the study of strategic communication in sports entities, specifically soccer clubs. The main objective of this research is to know if the values transmitted textually in the graphic advertising of a soccer club influence the intention of action of its fans, such as attending the stadium. The theoretical basis of the research is based on the relationship between social, human and sports values and the theory of planned behavior. A mixed methodology was used in order to provide answers to our specific objectives and research hypotheses. For this purpose, different instruments were used, such as content analysis, in-depth interviews, focus group, descriptive statistics and the multiple linear regression model. One of the main purposes of this research is the construction of a list of values that have greater presence in soccer, which is formed by 20 values of which Loyalty, Respect, Passion, Sportsmanship and Effort were the five best evaluated according to their averages. The results are composed of two studies, the first focuses on the pilot test with a sample of 112 participants whose purpose was the validation and evaluation of the list of values present in the field of soccer. The second phase focuses on a final reception test with a sample of 402 participants where the five aforementioned values were used to transmit them in the graphic advertising of the soccer clubs Atlas, Chivas and Leones Negros as part of the strategic communication to measure and know their influence on the intention of action at the moment of being recognized by the fans. The conclusions show that the values transmitted in graphic advertising do influence the fans' intention to perform a specific action. The values best recognized in graphic advertising by the sample are Loyalty, Passion and Effort. Keywords: Values, Sports entities, advertising, intention of action.
Universitat Autònoma de Barcelona. Programa de Doctorat en Comunicació Estratègica, Publicitat i Relacions Públiques