Análisis de las variables influyentes en la aceptación de una estrategia de branding territorial por parte de la población local El caso de Zaragoza (España) / Analysis of the Influent Variables in Local Population’s Acceptance of a Place Branding Strateg
DOI:
https://doi.org/10.29265/gypp.v26i2.338Palabras clave:
apego, congruencia, branding territorial, residentes, actitud, utilidad percibida, Zaragoza, congruence, place branding, residents, attitude, perceived usefulnessResumen
Resumen. La competencia entre territorios ha llevado a las administraciones al desarrollo de estrategias de branding territorial. Este estudio analiza la perspectiva del residente gracias al análisis del caso de Zaragoza (España), explicando la utilidad percibida de la marca y actitud hacia ella; considera como antecedentes el sentimiento de apego y la congruencia entre marca y territorio. Gracias a un cuestionario se desarrolló un modelo de ecuaciones estructurales que permite confirmar la influencia de estas variables en la utilidad percibida, que a su vez influye en la actitud de los habitantes hacia la marca territorial. A su vez, se descubre que el apego al territorio modera el efecto de la congruencia sobre la utilidad.
Abstract. The competition among territories has taken the public administration to develop place branding strategies. This research analyzes the resident’s perspective through the case of Zaragoza (Spain), explaining the brand’s perceived usefulness and the brand attitude, considering as antecedents the place attachment and the congruence between brand and territory. Thanks to a questionnaire, a structural equations model that allows confirming the influence of these variables in the perceive usefulness which also influences in the inhabitants’ attitude toward the place brand. The present study also finds out that place attachment moderates the effect of the congruence in the perceived usefulness.
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