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

Abstract

The aim of this research was to introduce a simple, affordable, and easily applicable method to analyze the brand image of a city by using associative maps (Henderson, Iacobucci & Calder, 1998). Through the employment of both statistical and interpretative criteria, a consensus map is created, which reflects the main associations citizens have in their minds when they think about their city. In addition, this study has given clear instructions about how to apply this method, which it is recommendable to be periodically applied, in order to observe the dynamics of brand associations. These brand associations are dependent of the strategic and tactical decisions made by the public government. Finally, the application of this method is illustrated with a real study about the city of Cartagena, using a random sample of 195 participants.