Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia) [Análisis del City Branding y la Imagen de Marca a través de los Medios de Comunicación Online y el Social Media: Caso Medellín (Colombia)]
| dc.contributor.affiliation | Universidad del País Vasco/Euskal Herriko Unibersitatea (Bizkaia), Investigador de Proyectos y Desarrollo de la compañía Tenzing Urbegi, Spain | spa |
| dc.contributor.affiliation | Universidad de Las Palmas de Gran Canaria, Spain | spa |
| dc.contributor.affiliation | Facultad de Ciencias Económicas y Administrativas, Universidad de Medellín, Colombia | spa |
| dc.contributor.author | Fierro Sedano A. | |
| dc.contributor.author | Zuñiga Collazos A. | |
| dc.contributor.author | Castillo Palacio M. | |
| dc.contributor.author | Mazo González C.A. | |
| dc.date.accessioned | 2016-06-23T21:44:37Z | |
| dc.date.available | 2016-06-23T21:44:37Z | |
| dc.date.issued | 2015 | |
| dc.description.abstract | This study develops both conceptual and methodological proposal to study the City Branding and Medellińs brand image. Using multivariate techniques and Ordinary Least Squares (OLS) analysis, the behavior of users of social networks and social media after checking how the mentions on the Internet affect the brand image of this city, was analyzed. The result of this research allows identify netizens perceptions, and helps governments and businesses to guide their marketing strategies. | eng |
| dc.identifier.issn | 7981015 | |
| dc.identifier.uri | http://hdl.handle.net/11407/2300 | |
| dc.language.iso | spa | |
| dc.publisher | Revista Espacios | spa |
| dc.relation.ispartof | Espacios Volume 36, Issue 18, 2015, Article number 18 | eng |
| dc.relation.isversionof | http://www.scopus.com/inward/record.url?eid=2-s2.0-84945970368&partnerID=40&md5=60cea78e4dc20a6b059adcd2671274a9 | |
| dc.rights.accessrights | info:eu-repo/semantics/restrictedAccess | |
| dc.source | Scopus | spa |
| dc.subject.proposal | Brand image | eng |
| dc.subject.proposal | City Branding | eng |
| dc.subject.proposal | Linear Regression | eng |
| dc.subject.proposal | Medellin | eng |
| dc.subject.proposal | Online Media | eng |
| dc.subject.proposal | Social Media | eng |
| dc.title | Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia) [Análisis del City Branding y la Imagen de Marca a través de los Medios de Comunicación Online y el Social Media: Caso Medellín (Colombia)] | spa |
| dc.type | Article | |
| dc.type.driver | info:eu-repo/semantics/article |