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Cómo medir el valor basado en el consumidor de las marcas periodísticas tradicionales en un contexto de consumo multiplataforma
Trípodos (Barcelona), 2018 (43)
ISSN: 1138-3305 ;EISSN: 2340-5007
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Title:
Cómo medir el valor basado en el consumidor de las marcas periodísticas tradicionales en un contexto de consumo multiplataforma
Author:
Mas, María Victoria
;
Lacasa Mas, Ivan
Is Part Of:
Trípodos (Barcelona), 2018 (43)
Description:
En un mercado mediático digital crecientemente competitivo, las organizaciones periodísticas tradicionales luchan por conseguir la fidelidad y el engagement de la audiencia. Ambos activos dependen en parte de la que hoy es una de las principales ventajas competitivas de esas empresas: el valor de marca basado en el consumidor. Sin embargo, las estrategias de gestión de ese activo prácticamente no están desarrolladas, en el caso de las organizaciones informativas. Este artículo proporciona la validación de una escala para medirlo. Realizamos un análisis factorial exploratorio (AFE) de los datos de una encuesta a más de 10.000 usuarios de dos de las cabeceras de prensa tradicionales más importantes en Catalunya: La Vanguardia y El Periódico. Gracias a ello, confirmamos las dimensiones que componen el valor de las marcas periodísticas: asociaciones funcionales (calidad periodística), asociaciones experienciales (empaquetado de los productos informativos) y asociaciones simbólicas (ideología política). Finalmente, discutimos la validez del constructo para medir el valor de marca de las cabeceras de prensa tradicional y sus implicaciones para la teoría del branding en empresas informativas. In an increasingly competitive digital media market, traditional journalistic organizations struggle to achieve audience loyalty and engagement. Both assets depend on one of the current main competitive advantages of these companies: consumer-based brand equity (CBBE). However, in information organizations, management strategies of this asset are barely developed. This article provides a validated scale to measure media firms’ CBBE. A survey of more than 10,000 readers of two of the main press firms in Catalonia, La Vanguardia and El Periódico, was undertaken. Exploratory Factor Analysis was used to analyse the dimensions deployed in the latent CBBE construct, composed of functional associations (journalistic quality), experiential associations (packaging), and symbolic associations (political ideology). Finally, the construct validity for the CBBE measurement of various types of news media brands and theoretical implications for media branding are discussed.
Publisher:
Facultat de Comunicació i Relacions Internacionals Blanquerna-URL
Language:
Catalan
Identifier:
ISSN: 1138-3305
EISSN: 2340-5007
Source:
Revistes Catalanes amb Acces Obert (RACO)
DOAJ Directory of Open Access Journals
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