Corporate values from main Spanish banks: measurement and evaluation

Authors

Keywords:

Strategic communication, values, measurement, advertising

Abstract

This research measures the charge of values transmitted by the 4 main Spanish banks: CaixaBank, Banco de Sabadell, Banco de Santander and BBVA, through an on-line procedure based on reception tests. It starts from a deep contextual and theoretical approach to research in social values, from an ethical, psychosocial, sociotechnical and communicological perspective.

The test consisted of an online questionnaire to 147 participants (87 Spanish and 60 Latin American), who watched 4 advertising spots shown on You-tube and broadcasted on open TV by the 4 main Spanish banks, all were aired during April 2018.

The study locates the values ??transmitted by each bank spot, compares them and measures their respective transmission capability.

With the support of in-depth interviews with the heads of communication of the 4 banks, our study also explores the coherence that banks achieve between their strategic communication and the values ??transmitted by their spots.

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Published

2020-01-30

How to Cite

Rodriguez Bravo, Ángel, Montoya Vilar, N., Ladaga, S. A. C. ., Paredes Bedoya, P., & Ruiz Castillo, E. M. . (2020). Corporate values from main Spanish banks: measurement and evaluation. Prisma Social Journal, (28), 44–73. Retrieved from https://revistaprismasocial.es/ps/article/view/3329

Issue

No. 28 (2020): Redes Sociales y Fenómenos Comunicativos: aplicación, análisis y metodologías de investigación

Section

Sección temática

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