Jose A. MartÃnez - In: Cuadernos de Gestión 14 (2014) 01, pp. 75-96
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,...