Valors corporatius transmesos pels principals bancs espanyols

The present study shows the link that four Spanish banks establish with the recipients and the degree of their affinity, through selected and identified values, and establishing the following categories: clients or non-clients, Ibero-American or Spanish and men or women. In order to analyze the connection, the lab LAICOM applied a reception test on each institution's advertising spots to a sample of 147 people, performed interviews and used scientific procedures and the ProtocoloEVA® tool. The work indicates the level of communication coherence of banks, taking into account the diversity of recipients, and the differences between them to achieve it.