Marcas negras en el mercado de la telefonía móvil en España : nos informan las marcas de quién fabrica los smartphones que venden?
Type
article
Publisher
Identifier
RODRIGUEZ VALERO, Daniel ; PINILLOS-LAFFON, Alberto (2021) - Marcas negras en el mercado de la telefonía móvil en España : nos informan las marcas de quién fabrica los smartphones que venden?. Convergências : Revista de Investigação e Ensino das Artes. ISSN 1646 - 9054. Vol. XIV, n.º 27.
1646 - 9054
Title
Marcas negras en el mercado de la telefonía móvil en España : nos informan las marcas de quién fabrica los smartphones que venden?
Subject
Marcas negras
Transparencia
Comunicación corporativa
Smartphones
Black brands
Transparency
Corporate communication
Smartphones
Transparencia
Comunicación corporativa
Smartphones
Black brands
Transparency
Corporate communication
Smartphones
Date
2021-07-09T10:33:47Z
2021-07-09T10:33:47Z
2021
2021-07-09T10:33:47Z
2021
Description
RESUMEN: Este trabajo responde a la necesidad, cada vez mayor, de transparencia en la comunicación corporativa. Los usuarios de mandamos una relación con aquellos que desean vendernos un producto o servicio que sea cercana y empática. En el sector de la telefonía móvil y los smartphones, el mayor foco de opacidad se encuentra en quién há fabricado realmente el dispositivo.
Para comprobarlo hemos hecho dos estudios de campo separados por menos de dos años de diferencia, buscando respuestas a la pregunta queda título a esta ponencia: ¿es realmente transparente la información que proporcionan las marcas sobre quién hace sus terminales? Para ello tomamos el catálogo de móviles más amplio y variado de España y recopilaremos la marca, modelo, identificación de quién fabrica (sí, no, y con qué detalle) y si realmente fabrica el teléfono.
Los resultados nos ofrecerán una visión del nivel de opacidad del mercado de telefonía en España, de ahí su relevancia, porque las conclusiones del estudio no son nada alentadoras: en un corto periodo de tiempo se há retrocedido en niveles de transparencia, y proponemos que las marcas setomen en serio estas cuestiones y no defrauden a sus clientes.
ABSTRACT : This work responds to the growing need for transparency incorporate communication. Users demand a close and empathetic relationship with those who want to sell us a product or service. In the mobile phone and smartphone sector, the greatest source of opacity is in who actually manufactured the device. To check this, we have carried out two field studies separated by less than two years, seeking answers to the question that gives this paper its title : is the information provided by brands about who makes their handsets really transparent? To do this, we took the largest and most varied catalogue of mobile phones in Spain and collected the make, model, identification of who makes (yes, no, and in what detail) and whether they actually make the phone. The results will give us an insight into the level of opacity of the Spanish phone market, hence its relevance, because the conclusions of the study are not at all encouraging: in a short period of time, levels of transparency have gone backwards, and we propose that brands take these issues seriously and do not let their customers down.
info:eu-repo/semantics/publishedVersion
ABSTRACT : This work responds to the growing need for transparency incorporate communication. Users demand a close and empathetic relationship with those who want to sell us a product or service. In the mobile phone and smartphone sector, the greatest source of opacity is in who actually manufactured the device. To check this, we have carried out two field studies separated by less than two years, seeking answers to the question that gives this paper its title : is the information provided by brands about who makes their handsets really transparent? To do this, we took the largest and most varied catalogue of mobile phones in Spain and collected the make, model, identification of who makes (yes, no, and in what detail) and whether they actually make the phone. The results will give us an insight into the level of opacity of the Spanish phone market, hence its relevance, because the conclusions of the study are not at all encouraging: in a short period of time, levels of transparency have gone backwards, and we propose that brands take these issues seriously and do not let their customers down.
info:eu-repo/semantics/publishedVersion
Access restrictions
openAccess
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/
Language
spa
Comments
