Sexo, violencia y estereotipos en el brand equity de una serie. El caso de Juego de Tronos

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Publicado 18-12-2019
Álvaro J. Rojas Lamorena Juan Miguel Alcántara Pila Mª Eugenia Rodríguez López

Resumen

Marco teórico. El sector audiovisual ha crecido y evolucionado en los últimos años con la aparición de nuevos productos y empresas que pugnan por alcanzar el liderazgo en el sector, como HBO o Netflix. Así, la "Tercera Edad de Oro de la Televisión" trae consigo un aumento de contenidos sexuales, violentos y estereotipados en las series de televisión. Objetivo. Este estudio tiene por objeto analizar los efectos de estos tres elementos en la construcción del valor de marca, o Brand Equity de una serie, concretamente en el caso de Juego de Tronos. Metodología. Mediante un cuestionario suministrado a una muestra de 240 sujetos, se realizan análisis mediante ecuaciones estructurales a través de LISREL, a fin de determinar la existencia de relaciones entre la actitud hacia el sexo, la violencia y los estereotipos y la formación del Brand Equity. Resultados. Los resultados confirman la existencia de una relación directa y positiva entre las actitudes hacia la violencia, el sexo y los estereotipos y la formación del Brand Equity. Conclusiones. Con esta investigación se incrementa la literatura relacionada con el Brand Equity, en un sector novedoso como son las series de televisión, confirmando la importancia del sexo, la violencia y los estereotipos a la hora de construir el Brand Equity. Implicaciones: Este estudio puede servir de herramienta para las productoras de series de televisión, en general, y de Juego de Tronos, en particular, puesto que deberían equilibrar la presencia de estos contenidos en sus creaciones dado que pueden afectar a la valoración por parte de los espectadores, afectando a su Brand Equity.

Cómo citar

Rojas Lamorena, Álvaro J., Alcántara Pila, J. M., & Rodríguez López, M. E. (2019). Sexo, violencia y estereotipos en el brand equity de una serie. El caso de Juego de Tronos. Cuadernos De Gestión, 19(1), 15–40. https://doi.org/10.5295/cdg.170906ar
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Keywords

Brand equity, estereotipos, Juego de Tronos, sexo, violencia

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