A methodological proposal to evaluate a city image through associative maps
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, w...
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| Format: | Article |
| Language: | English |
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Universidad del País Vasco (UPV/EHU)
2014-05-01
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| Series: | Management Letters/Cuadernos de Gestión |
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| Online Access: | http://www.ehu.es/cuadernosdegestion/revista/index.php/en/numeros?a=da&y=2014&v=14&n=1&o=4 |