publication . Article . 2016

Principales componentes de la imagen corporativa de entidades culturales

Ramis Carrasco, Maria; Pérez Cabañero, Carmen;
Open Access English
  • Published: 30 Nov 2016 Journal: Culturas (issn: 2386-7515, Copyright policy)
  • Publisher: Universitat Politècnica de València
Abstract
[EN] In the present research, we carry out an analysis of the corporate image of a cultural organization which aims tohighlight its role in order to design management strategies in the cultural field. We investigate what particular attributes are better assessed by the public and which dimensions compose the corporate image of a cultural organization. Based on the literature review, we made an in-depth interview to the programming manager of a cultural organization and also a descriptive survey on its audience through a structured questionnaire.The results of the analyses show that the corporate image of the cultural organization ...
Subjects
free text keywords: imagen corporativa, Cultural marketing, HF5001-6182, Business, Loyalty, Cultural entity, H, Satisfaction, marketing cultural, entidad cultural, Social sciences (General), H1-99, Corporate image, Social Sciences
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publication . Article . 2016

Principales componentes de la imagen corporativa de entidades culturales

Ramis Carrasco, Maria; Pérez Cabañero, Carmen;