Principales componentes de la imagen corporativa de entidades culturales
[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 co...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2016 |
| País: | España |
| Institución: | Universitat Politècnica de València (UPV) |
| Repositorio: | RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia |
| Idioma: | español |
| OAI Identifier: | oai:riunet.upv.es:10251/79864 |
| Acceso en línea: | https://riunet.upv.es/handle/10251/79864 |
| Access Level: | acceso abierto |
| Palabra clave: | Marketing cultural Imagen corporativa Entidad cultural Cultural marketing Corporate image Satisfaction Loyalty Cultural entity |
| Sumario: | [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 under study is positive, although someattributescan be improved |
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