Do experiential events create city brand?
| Autor(a) principal: | |
|---|---|
| Data de Publicação: | 2016 |
| Outros Autores: | , |
| Tipo de documento: | Artigo |
| Idioma: | eng spa |
| Título da fonte: | Revista Brasileira de Gestão de Negócios (Online) |
| Texto Completo: | https://rbgn.fecap.br/RBGN/article/view/2536 |
Resumo: | Purpose – This article analyzes to what extent mega-events are capable of developing powerful city brands that are internationally recognized – a topic that has been little studied to date.Design/methodology/approach – We used the quantitative method. We carried out 398 surveys with citizens living in Aguascalientes (Mexico), during the mega-event known as the Feria Nacional de San Marcos.Findings – The results allow us to verify that (i) with regard to background: residents’ attitudes towards a city brand improve following experiences in mega-events in that city (H1) and (ii) with regard to effects: improving city brand attitudes increases residents’ quality of life (H2).Originality/value – To date, there is no literature investigating how experiences in cultural mega-events improve attitudes towards city brands and, consequently, improve quality of life. To fill this gap, this article investigates the great advantages which mega-events can bring to a city |
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Do experiential events create city brand?¿Crean los eventos experienciales marca-ciudad?Os eventos experienciais criam marca-cidade?Mega-eventscity brandsquality of liferesidents.Megaeventosmarcas-ciudadcalidad de vidaresidentes.Megaeventosmarcas-ciudadcalidad de vidaresidentes.Purpose – This article analyzes to what extent mega-events are capable of developing powerful city brands that are internationally recognized – a topic that has been little studied to date.Design/methodology/approach – We used the quantitative method. We carried out 398 surveys with citizens living in Aguascalientes (Mexico), during the mega-event known as the Feria Nacional de San Marcos.Findings – The results allow us to verify that (i) with regard to background: residents’ attitudes towards a city brand improve following experiences in mega-events in that city (H1) and (ii) with regard to effects: improving city brand attitudes increases residents’ quality of life (H2).Originality/value – To date, there is no literature investigating how experiences in cultural mega-events improve attitudes towards city brands and, consequently, improve quality of life. To fill this gap, this article investigates the great advantages which mega-events can bring to a city Objetivo – Este artículo analiza hasta qué puntos los megaeventos (grandes eventos) pueden desarrollar marcas-ciudad poderosas reconocidas a nivel mundial, tema poco estudiado hasta la fecha.Metodología – Se ha utilizado el método cuantitativo. En concreto se efectuaron 398 encuestas a residentes en Aguascalientes (México), durante la celebración de un megaevento conocido como Feria Nacional de San Marcos.Resultados – Los resultados de la investigación permiten verificar que (i) respecto a los antecedentes: la actitud de los residentes hacia una marca-ciudad mejora tras las experiencias vividas en megaeventos que ocurren esa ciudad (H1) y (ii) respecto a los efectos: queda corroborado que conforme mejora la actitud hacia la marca-ciudad entre los residentes, su calidad de percibida se ve incrementada (H2).Contribuciones – Hasta la fecha no existe literatura que investigue cómo influyen las experiencias vividas en megaeventos culturales en la mejora de actitudes hacia marcas-ciudad y, por extensión, en la mejora de la calidad de vida. En este vacío, este trabajo trata de profundizar sobre las grandes ventajas que la celebración de megaeventos puede acarrear a una ciudad. Objetivo – Este artículo analiza hasta qué puntos los megaeventos (grandes eventos) pueden desarrollar marcas-ciudad poderosas reconocidas a nivel mundial, tema poco estudiado hasta la fecha.Metodología – Se ha utilizado el método cuantitativo. En concreto se efectuaron 398 encuestas a residentes en Aguascalientes (México), durante la celebración de un megaevento conocido como Feria Nacional de San Marcos.Resultados – Los resultados de la investigación permiten verificar que (i) respecto a los antecedentes: la actitud de los residentes hacia una marca-ciudad mejora tras las experiencias vividas en megaeventos que ocurren esa ciudad (H1) y (ii) respecto a los efectos: queda corroborado que conforme mejora la actitud hacia la marca-ciudad entre los residentes, su calidad de percibida se ve incrementada (H2).Contribuciones – Hasta la fecha no existe literatura que investigue cómo influyen las experiencias vividas en megaeventos culturales en la mejora de actitudes hacia marcas-ciudad y, por extensión, en la mejora de la calidad de vida. En este vacío, este trabajo trata de profundizar sobre las grandes ventajas que la celebración de megaeventos puede acarrear a una ciudad. FECAP2016-07-12info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/253610.7819/rbgn.v18i60.2536Review of Business Management; Vol. 18 No. 60 (2016); 191-206RBGN Revista Brasileira de Gestão de Negócios; Vol. 18 Núm. 60 (2016); 191-206RBGN - Revista Brasileira de Gestão de Negócios; v. 18 n. 60 (2016); 191-2061983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPengspahttps://rbgn.fecap.br/RBGN/article/view/2536/pdfhttps://rbgn.fecap.br/RBGN/article/view/2536/pdf_1Copyright (c) 2016 Review of Business Managementinfo:eu-repo/semantics/openAccessVila López, NataliaKuster Boluda, InésMarín Aguilar, J.Trinidad2021-07-21T16:25:50Zoai:ojs.emnuvens.com.br:article/2536Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2021-07-21T16:25:50Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false |
| dc.title.none.fl_str_mv |
Do experiential events create city brand? ¿Crean los eventos experienciales marca-ciudad? Os eventos experienciais criam marca-cidade? |
| title |
Do experiential events create city brand? |
| spellingShingle |
Do experiential events create city brand? Vila López, Natalia Mega-events city brands quality of life residents. Megaeventos marcas-ciudad calidad de vida residentes. Megaeventos marcas-ciudad calidad de vida residentes. |
| title_short |
Do experiential events create city brand? |
| title_full |
Do experiential events create city brand? |
| title_fullStr |
Do experiential events create city brand? |
| title_full_unstemmed |
Do experiential events create city brand? |
| title_sort |
Do experiential events create city brand? |
| author |
Vila López, Natalia |
| author_facet |
Vila López, Natalia Kuster Boluda, Inés Marín Aguilar, J.Trinidad |
| author_role |
author |
| author2 |
Kuster Boluda, Inés Marín Aguilar, J.Trinidad |
| author2_role |
author author |
| dc.contributor.author.fl_str_mv |
Vila López, Natalia Kuster Boluda, Inés Marín Aguilar, J.Trinidad |
| dc.subject.por.fl_str_mv |
Mega-events city brands quality of life residents. Megaeventos marcas-ciudad calidad de vida residentes. Megaeventos marcas-ciudad calidad de vida residentes. |
| topic |
Mega-events city brands quality of life residents. Megaeventos marcas-ciudad calidad de vida residentes. Megaeventos marcas-ciudad calidad de vida residentes. |
| description |
Purpose – This article analyzes to what extent mega-events are capable of developing powerful city brands that are internationally recognized – a topic that has been little studied to date.Design/methodology/approach – We used the quantitative method. We carried out 398 surveys with citizens living in Aguascalientes (Mexico), during the mega-event known as the Feria Nacional de San Marcos.Findings – The results allow us to verify that (i) with regard to background: residents’ attitudes towards a city brand improve following experiences in mega-events in that city (H1) and (ii) with regard to effects: improving city brand attitudes increases residents’ quality of life (H2).Originality/value – To date, there is no literature investigating how experiences in cultural mega-events improve attitudes towards city brands and, consequently, improve quality of life. To fill this gap, this article investigates the great advantages which mega-events can bring to a city |
| publishDate |
2016 |
| dc.date.none.fl_str_mv |
2016-07-12 |
| dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por pares |
| format |
article |
| status_str |
publishedVersion |
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https://rbgn.fecap.br/RBGN/article/view/2536 10.7819/rbgn.v18i60.2536 |
| url |
https://rbgn.fecap.br/RBGN/article/view/2536 |
| identifier_str_mv |
10.7819/rbgn.v18i60.2536 |
| dc.language.iso.fl_str_mv |
eng spa |
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eng spa |
| dc.relation.none.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/2536/pdf https://rbgn.fecap.br/RBGN/article/view/2536/pdf_1 |
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Copyright (c) 2016 Review of Business Management info:eu-repo/semantics/openAccess |
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Copyright (c) 2016 Review of Business Management |
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openAccess |
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application/pdf application/pdf |
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FECAP |
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FECAP |
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Review of Business Management; Vol. 18 No. 60 (2016); 191-206 RBGN Revista Brasileira de Gestão de Negócios; Vol. 18 Núm. 60 (2016); 191-206 RBGN - Revista Brasileira de Gestão de Negócios; v. 18 n. 60 (2016); 191-206 1983-0807 1806-4892 reponame:Revista Brasileira de Gestão de Negócios (Online) instname:Fundação Escola de Comércio Álvares Penteado (FECAP) instacron:FECAP |
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Fundação Escola de Comércio Álvares Penteado (FECAP) |
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FECAP |
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FECAP |
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Revista Brasileira de Gestão de Negócios (Online) |
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Revista Brasileira de Gestão de Negócios (Online) |
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Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP) |
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||jmauricio@fecap.br |
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