Una propuesta metodológica para evaluar la imagen de una ciudad a través de los mapas asociativos

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Publicado 18-09-2018
José Antonio Martínez

Resumen

Esta investigación ha propuesto un método sencillo, razonablemente económico y fácil de implementar para estudiar la imagen de marca de una ciudad empleando los mapas asociativos (Henderson, Iacobucci y Calder, 1998). Utilizando una combinación de criterios estadísticos e interpretativos se llega a construir un mapa de consenso que refleja las señas de identidad de una ciudad, es decir, las principales asociaciones que realizan sus habitantes cuando piensan en su localidad. Se proporcionan, además, claras orientaciones sobre cómo aplicar este método, el cual debe realizarse periódicamente, con el fin de estudiar la dinámica de las asociaciones mencionadas en función de las acciones estratégicas y tácticas realizadas por los gobernantes y del momento del tiempo en el que se ejecuta. Además, se ilustra su uso con una investigación real, aplicada a la ciudad de Cartagena, y realizada empleando una muestra aleatoria de 195 ciudadanos.

Cómo citar

Martínez, J. A. (2018). Una propuesta metodológica para evaluar la imagen de una ciudad a través de los mapas asociativos. Cuadernos De Gestión, 14(1), 75–96. https://doi.org/10.5295/cdg.120361jm
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Keywords

Asociaciones de marca, imagen de una ciudad, mapas asociativos

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