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
References
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Aaker, J.L., 1997. Dimensions of Brand Personality. Journal of Marketing Research, 34 (3), 347-356.
Aaker, J.L., Benet-Martínez, V., and Garolera, J., 2001. Consuptions symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Pyschology, 81 (3), 492-508.
Abratt, R., 1989. A new approach to the corporate image management process. Journal of Marketing Management, 5 (1), 63-76.
Balmer, J.M.T., 1995. Corporate identity: The power and the paradox, Design Management Journal, Winter, 39-44.
Balmer, J.M.T., 2001. Corporate identity, corporate branding and corporate marketing. Seeing through the fog. European Journal of Marketing, 35 (3-4), 248-291.
Barich, H., and Kotler, P., 1991. A framework for marketing image management. Sloan Management Review, 32 (4), 20-33.
Bello, L., Gómez, J.T., y Cervantes, M., 1994, El valor de la marca: elementos enfoques de medición. Esic Market, 85, 123-133.
Bernstein, D., 1984. Company image and reality: a critique of corporate communications. London: Cassell.
Bibby, D.N., 2011. Sponsorship portfolio as brand image creating strategies: A commentary essay. Journal of Business Research, 64 (6), 628-630.
Biel, A.L., 1992. How brand image drives brand equity. Journal of Advertising Research, 3 (6), 6-12
Bromley, D.B., 2001. Relationships between personal and corporate reputation. European Journal of Marketing, 35 (3-4), 316-334.
Caldwell, N., and Freire, J.R., 2004. The differences between branding a country, a region and a city: Applying the Brand Box Model. Journal of Brand Management, 12, 50-61.
Chi, C. G-Q., and Qu, H., 2008. Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach, Tourism Management, 29, 624-636.
Chien, P.M., Cornwell, T.B., and Pappu, R., 2011. Sponsorship portfolio as a brand-image creation strategy. Journal of Business Research, 64, 142–149
Del Barrio, S., Luque, T., y Rodríguez, A., 2009. La modelización de la imagen de ciudad desde la perspectiva de los líderes de opinión externos. Revista Eure, 35, 9-28.
Dimofte, C.V., and Yalch, R.F., 2011. The mere association effect and brand evaluations. Journal of Consumer Psychology, 21, 24-27.
Dowling, G.R., 1986. Managing your corporate images. Industrial Marketing Management, 15, 109-115.
Dowling, G.R., 1994. Corporate Reputations. Melbourne: Longman Professional.
Ekincy, Y., and Hosany, S., 2006. Destination personality: An application of brand personality to tourism destinations. Journal of Travel Research, 45 (2), 127-139.
Elizaragate, V., 2003. Marketing de ciudades. Madrid: Ediciones Pirámide.
Fernández, J.L. and Luna, L., 2007. The creation of value through corporate reputation. Journal Business Ethics, 76, 335-346.
Greenwald, A.G., Noek, B.A., and Banaji, M.R., 2003. Understanding and using the Implicit Association Test: I. An improved scoring algorithm. Journal of Personality and Social Psychology, 85 (2), 197-216.
Haedrich, G., 1993. Images and strategic corporate and marketing planning. Journal of Public Relations Research, 5 (2), 83-93.
Hankinson, G., 2007. The management of destination brands: Five guiding principles based on recent developments in corporate branding theory. Journal of Brand Management, 14, 240-254.
Henderson, G.R., Iacobucci, D., and Calder, B. J., 1998. Brand diagnostic: Mapping branding effects using consumer associative networks. European Journal of Operational Research, 111, 306-27.
Hunter, W.C. and Suh, Y.K., 2007. Multimethod research on destination image perception: Jeju standing stones. Tourism Management, 28, 130-139.
John. D.R., Loken, B., Kim, K., and Monga, A.B., 2006m Brand Concepts Maps; A methodology identifying brand associations networks. Journal of Marketing Research, 43, 549-563
Keller, K.L., 1993. Conceptualizing, measuring y managing customer based equity. Journal of Marketing, 57, 1-22.
Keller, K.L., 2008. Strategic brand management: building, measuring, and managing brand equity. 3rd ed. Upper Saddle River, New Jersey: Pearson Education, Inc;
Kim, S.S., Mckercher, B. and Lee, H., 2009. Tracking tourism destination image perception. Annals of Tourism Research, 36 (4), 715-718
Kohli, C.S., Harich, K.R. and Leuthesser, L., 2005. Creating brand identity: a study of evaluation of new brand names. Journal of Business Research, 58 (11), 1506-1515.
Levy, P.S., and Lemeshow, S., 1999. Sampling of populations: Methods and applications (3ª ed). Wiley series in probability and statistics. Survey Methodology Section.
Lozano, M.C. y Fuentes, F., 2003. Tratamiento borroso del intangible en la valoración de empresas de Internet. Edición electrónica accesible a texto completo en http://www.eumed.net/cursecon/libreria
Luque, T., Del Barrio, S., Ibáñez, J. A. y Rodríguez, A., 2004. La modelización de la imagen de Granada desde la perspectiva de los líderes de opinión externos. XVI Encuentro de Profesores Universitarios de Marketing. Alicante, España.
Lynch, K., 1984. Good City Form. Cambridge (MA), EE.UU.: The MIT Pres.
Markwick, N., and Fill, C., 1997. Towards a framework for managing corporate identity. European Journal of Marketing, 31 (5-6), 396-409.
Martínez, I.M., y Olmedo, I. 2009. La medición de la reputación empresarial: Problemática y propuesta. Investigaciones Europeas de Dirección y Economía de la Empresa, 15 (2), 127-142.
Martínez, J.A., y Martínez, L., 2009. Aplicación de los mapas de conceptuales de marca para el estudio de la imagen de los partidos políticos. Investigación y Marketing, 102 (marzo), 30-35.
McMillan, G.S., and Joshi, M.P., 1997. How Do Reputations Affect Corporate Performance?: Sustainable Competitive Advantage and Firm Performance: The Role of Intangible Resources. Corporate Reputation Review, 1 (1), 81-85.
Muñiz, N., y Cervantes, M., 2010. Marketing de ciudades y Place Branding. Pecunia: revista de la Facultad de Ciencias Económicas y Empresariales, 1, 123-149
Nadeau, J., Heslop, L., O’Reilly, N. and Luk. P., 2008. Destination in a country image context. Annals of Tourism Research, 35 (1), 84-106.
Neuendorf, K.A., 2002. The content analysis guidebook. Sage Publications. Thousand Oaks, London.
Nicolau, J.L. 2012. The effect of winning the 2010 FIFA World Cup on the tourism market value: The Spanish case. Omega, 40, 503-10.
Riffe, D., Lacy, S., and Fico, F., 2008. Analyzing media messages. Using quantitative content analysis in research. Taylor and Francis Group. New York.
Royo-Vela, M., 2009. Rural-cultural excursion conceptualization: A local tourism marketing management model based on tourist destination image measurement. Tourism Management, 30, 419-428.
Sritvastava, R. K., Mcinish, T.H., Wood, R.A., and Capraro, A.J., 1997. How Do Reputations Affect Corporate Performance? The Value of Corporate Reputation: Evidence from the Equity Markets. Corporate Reputation Review, 1 (1), 61-68.
Sung, Y., and Tinkham, S.F. 2005. Brand personality structures in the United States and Korea: Common and culture-specific factors. Journal of Consumer Psychology, 15 (4), 334-350.
Thomson, C.J., Locander, W., and Pollio, H., 1989. Putting consumer experience back into consumer research. Journal of Consumer Research, 16, 133-146.
Underwood, R.L. 2003. The communicative power of product packaging: Creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice, 11 (1), 62-76.
Van Riel, C.B.M, Stroeker, N.E., and Maathuis, O.J.M., 1998. Measuring corporate images, Corporate Reputation Review, 1 (4), 313-326.
Weigelt, K., and Camerer, C., 1988. Reputation and corporate strategy: A review of recent theory and applications. Strategic Management Journal, 9, 443-454.
Weissman, J., 1990. Institutional image assessment and modification in colleges and universities. Journal for Higher Education Management, 6 (1), 65–75.
Woodside, A.G., 2008. Using the Forced Metaphor-Elicitation Technique (FMET) to Meet Animal Companions within Self. Journal of Business Research, 61, 280-287.
Zaltman, G., 1997. Rethinking market research: putting people back in. Journal of Marketing Research, 34, 424-437.
Zaltman, G., 2003, How customers think. Boston: Harvard Business School Press.
Aaker, J.L., 1997. Dimensions of Brand Personality. Journal of Marketing Research, 34 (3), 347-356.
Aaker, J.L., Benet-Martínez, V., and Garolera, J., 2001. Consuptions symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Pyschology, 81 (3), 492-508.
Abratt, R., 1989. A new approach to the corporate image management process. Journal of Marketing Management, 5 (1), 63-76.
Balmer, J.M.T., 1995. Corporate identity: The power and the paradox, Design Management Journal, Winter, 39-44.
Balmer, J.M.T., 2001. Corporate identity, corporate branding and corporate marketing. Seeing through the fog. European Journal of Marketing, 35 (3-4), 248-291.
Barich, H., and Kotler, P., 1991. A framework for marketing image management. Sloan Management Review, 32 (4), 20-33.
Bello, L., Gómez, J.T., y Cervantes, M., 1994, El valor de la marca: elementos enfoques de medición. Esic Market, 85, 123-133.
Bernstein, D., 1984. Company image and reality: a critique of corporate communications. London: Cassell.
Bibby, D.N., 2011. Sponsorship portfolio as brand image creating strategies: A commentary essay. Journal of Business Research, 64 (6), 628-630.
Biel, A.L., 1992. How brand image drives brand equity. Journal of Advertising Research, 3 (6), 6-12
Bromley, D.B., 2001. Relationships between personal and corporate reputation. European Journal of Marketing, 35 (3-4), 316-334.
Caldwell, N., and Freire, J.R., 2004. The differences between branding a country, a region and a city: Applying the Brand Box Model. Journal of Brand Management, 12, 50-61.
Chi, C. G-Q., and Qu, H., 2008. Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach, Tourism Management, 29, 624-636.
Chien, P.M., Cornwell, T.B., and Pappu, R., 2011. Sponsorship portfolio as a brand-image creation strategy. Journal of Business Research, 64, 142–149
Del Barrio, S., Luque, T., y Rodríguez, A., 2009. La modelización de la imagen de ciudad desde la perspectiva de los líderes de opinión externos. Revista Eure, 35, 9-28.
Dimofte, C.V., and Yalch, R.F., 2011. The mere association effect and brand evaluations. Journal of Consumer Psychology, 21, 24-27.
Dowling, G.R., 1986. Managing your corporate images. Industrial Marketing Management, 15, 109-115.
Dowling, G.R., 1994. Corporate Reputations. Melbourne: Longman Professional.
Ekincy, Y., and Hosany, S., 2006. Destination personality: An application of brand personality to tourism destinations. Journal of Travel Research, 45 (2), 127-139.
Elizaragate, V., 2003. Marketing de ciudades. Madrid: Ediciones Pirámide.
Fernández, J.L. and Luna, L., 2007. The creation of value through corporate reputation. Journal Business Ethics, 76, 335-346.
Greenwald, A.G., Noek, B.A., and Banaji, M.R., 2003. Understanding and using the Implicit Association Test: I. An improved scoring algorithm. Journal of Personality and Social Psychology, 85 (2), 197-216.
Haedrich, G., 1993. Images and strategic corporate and marketing planning. Journal of Public Relations Research, 5 (2), 83-93.
Hankinson, G., 2007. The management of destination brands: Five guiding principles based on recent developments in corporate branding theory. Journal of Brand Management, 14, 240-254.
Henderson, G.R., Iacobucci, D., and Calder, B. J., 1998. Brand diagnostic: Mapping branding effects using consumer associative networks. European Journal of Operational Research, 111, 306-27.
Hunter, W.C. and Suh, Y.K., 2007. Multimethod research on destination image perception: Jeju standing stones. Tourism Management, 28, 130-139.
John. D.R., Loken, B., Kim, K., and Monga, A.B., 2006m Brand Concepts Maps; A methodology identifying brand associations networks. Journal of Marketing Research, 43, 549-563
Keller, K.L., 1993. Conceptualizing, measuring y managing customer based equity. Journal of Marketing, 57, 1-22.
Keller, K.L., 2008. Strategic brand management: building, measuring, and managing brand equity. 3rd ed. Upper Saddle River, New Jersey: Pearson Education, Inc;
Kim, S.S., Mckercher, B. and Lee, H., 2009. Tracking tourism destination image perception. Annals of Tourism Research, 36 (4), 715-718
Kohli, C.S., Harich, K.R. and Leuthesser, L., 2005. Creating brand identity: a study of evaluation of new brand names. Journal of Business Research, 58 (11), 1506-1515.
Levy, P.S., and Lemeshow, S., 1999. Sampling of populations: Methods and applications (3ª ed). Wiley series in probability and statistics. Survey Methodology Section.
Lozano, M.C. y Fuentes, F., 2003. Tratamiento borroso del intangible en la valoración de empresas de Internet. Edición electrónica accesible a texto completo en http://www.eumed.net/cursecon/libreria
Luque, T., Del Barrio, S., Ibáñez, J. A. y Rodríguez, A., 2004. La modelización de la imagen de Granada desde la perspectiva de los líderes de opinión externos. XVI Encuentro de Profesores Universitarios de Marketing. Alicante, España.
Lynch, K., 1984. Good City Form. Cambridge (MA), EE.UU.: The MIT Pres.
Markwick, N., and Fill, C., 1997. Towards a framework for managing corporate identity. European Journal of Marketing, 31 (5-6), 396-409.
Martínez, I.M., y Olmedo, I. 2009. La medición de la reputación empresarial: Problemática y propuesta. Investigaciones Europeas de Dirección y Economía de la Empresa, 15 (2), 127-142.
Martínez, J.A., y Martínez, L., 2009. Aplicación de los mapas de conceptuales de marca para el estudio de la imagen de los partidos políticos. Investigación y Marketing, 102 (marzo), 30-35.
McMillan, G.S., and Joshi, M.P., 1997. How Do Reputations Affect Corporate Performance?: Sustainable Competitive Advantage and Firm Performance: The Role of Intangible Resources. Corporate Reputation Review, 1 (1), 81-85.
Muñiz, N., y Cervantes, M., 2010. Marketing de ciudades y Place Branding. Pecunia: revista de la Facultad de Ciencias Económicas y Empresariales, 1, 123-149
Nadeau, J., Heslop, L., O’Reilly, N. and Luk. P., 2008. Destination in a country image context. Annals of Tourism Research, 35 (1), 84-106.
Neuendorf, K.A., 2002. The content analysis guidebook. Sage Publications. Thousand Oaks, London.
Nicolau, J.L. 2012. The effect of winning the 2010 FIFA World Cup on the tourism market value: The Spanish case. Omega, 40, 503-10.
Riffe, D., Lacy, S., and Fico, F., 2008. Analyzing media messages. Using quantitative content analysis in research. Taylor and Francis Group. New York.
Royo-Vela, M., 2009. Rural-cultural excursion conceptualization: A local tourism marketing management model based on tourist destination image measurement. Tourism Management, 30, 419-428.
Sritvastava, R. K., Mcinish, T.H., Wood, R.A., and Capraro, A.J., 1997. How Do Reputations Affect Corporate Performance? The Value of Corporate Reputation: Evidence from the Equity Markets. Corporate Reputation Review, 1 (1), 61-68.
Sung, Y., and Tinkham, S.F. 2005. Brand personality structures in the United States and Korea: Common and culture-specific factors. Journal of Consumer Psychology, 15 (4), 334-350.
Thomson, C.J., Locander, W., and Pollio, H., 1989. Putting consumer experience back into consumer research. Journal of Consumer Research, 16, 133-146.
Underwood, R.L. 2003. The communicative power of product packaging: Creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice, 11 (1), 62-76.
Van Riel, C.B.M, Stroeker, N.E., and Maathuis, O.J.M., 1998. Measuring corporate images, Corporate Reputation Review, 1 (4), 313-326.
Weigelt, K., and Camerer, C., 1988. Reputation and corporate strategy: A review of recent theory and applications. Strategic Management Journal, 9, 443-454.
Weissman, J., 1990. Institutional image assessment and modification in colleges and universities. Journal for Higher Education Management, 6 (1), 65–75.
Woodside, A.G., 2008. Using the Forced Metaphor-Elicitation Technique (FMET) to Meet Animal Companions within Self. Journal of Business Research, 61, 280-287.
Zaltman, G., 1997. Rethinking market research: putting people back in. Journal of Marketing Research, 34, 424-437.
Zaltman, G., 2003, How customers think. Boston: Harvard Business School Press.
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