Comunicación estratégica. Metodología y resultados de un análisis de imagen corporativa

Translated title of the contribution: Strategic communication. Methodology and results of a corporate image analysis

Daniel Barredo Ibanez, Daniel Dela Garza Montemayor

Research output: Contribution to journalArticlepeer-review

Abstract

The article presents the methodology and some of the results of the corporate image study carried out, in 2014, in the International Center for Advanced Studies in Communication for Latin America (CIESPAL). In order to collect data, in addition to the survey, it has been used a Semantic Differential -an instrument that has been widely used in some scientific fields, but which has nevertheless been used for the evaluation of the corporate image of organizations.According to Paul Capriotti, at first, 18 pairs of concepts were established to reconstruct Quito center's corporate image within three global components (products, activities and behavior).After the pretest phase, it was decided to reduce the test to 9 pairs of concepts. It is found that CIESPAL, has wide recognition, is reliable for its public, and is cataloged as a prestigious and necessary institution. Among the aspects to be improved: its facilities, presence in social networks and the dissemination of its programs and activities.
Translated title of the contributionStrategic communication. Methodology and results of a corporate image analysis
Original languageSpanish
Pages (from-to)109 - 119
Number of pages11
JournalLuciérnaga. Revista Virtual
Volume8
Issue number15
DOIs
StatePublished - 2017

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