RT Journal Article
T1 Comunicación y gestión de marca en distritos culturales y creativos: una metodología para la detección de problemáticas comunes a atajar mediante la gestión de la imagen de marca
T2 Communication and branding in cultural and creative districts: a methodology for detecting common problems to be tackled through branding.
A1 García Carrizo, Jennifer
AB Esta investigación tiene como objeto de estudio la gestión de la imagen de marca de los distritos culturales y creativos. Siendo su objetivo principal identificar cuáles son los problemas más comunes a la hora de implementar estrategias de “branding” en estos entornos urbanos, la metodología central utilizada es la de las entrevistas en profundidad o abiertas.Para ello, se presentan diferentes estrategias metodológicas implementadas para alcanzar el objetivo descrito y se profundiza en el esquema de preguntas desarrollado por Charmaz y Belgrave (2014) para la realización de entrevistas en profundidad dentro de la Teoría Fundamentada (Glaser y Strauss, 1967), estableciéndose tres tipo de preguntas: preguntas iniciales, intermedias y finales. Igualmente, se detallan diferentes decisiones metodológicas tomadas en relación al desarrollo de las mencionadas entrevistas: su lugar de realización, su estilo (informal, conversacional, etc.) y su metodología de registro. Mediante la aplicación de la metodología descrita en tres casos de estudio (el Digbeth, en Birmingham; el St. George´s Quarter, en Leicester y el Ouseburn Valley, en Newcastle Upon Tyne; Reino Unido) y de una exhaustiva revisión bibliográfica, se identifica la problemática más común detectada a la hora de gestionar la imagen de marca de los distritos culturales y creativos. Esta, gira en torno a la gentrificación y los ciclos de vida de estos espacios, a la falta de participación ciudadana y de cohesión social y a la globalización y la pérdida de autenticidad de dichos distritos, lo cual habrá de ser considerado a la hora de gestionar su imagen de marca.
AB This research has as its object of study the management of the brand image of cultural and creative districts. Its main objective is to identify which are the most common problems when implementing branding strategies in these urban environments. Therefore, the key methodology used is that of in-depth or open interviews.Different methodological strategies implemented to achieve the described objective are presented. Also, the question scheme developed by Charmaz and Belgrave (2014) for in-depth interviews within Grounded Theory (Glaser and Strauss, 1967) is analysed in depth. As a result, three types of questions are established: initial, intermediate and final questions. Likewise, different methodological decisions taken for the development of the aforementioned interviews are detailed related to the place to conduct them, their style (informal, conversational, etc.) and their registration methodology.By applying the methodology described in three cases of study (the Digbeth, in Birmingham; the St. George's Quarter, in Leicester and the Ouseburn Valley, in Newcastle Upon Tyne; United Kingdom) and through an exhaustive literature review, the most common problems when managing the brand image of cultural and creative districts are identified. These are related to gentrification and the life cycles of cultural and creative spaces, the lack of citizen participation and social cohesion and globalization and the loss of authenticity of these districts. All this needs to be taken into account when managing their brand image.
PB Ediciones Complutense
SN 1989-5143
YR 2021
FD 2021
LK https://hdl.handle.net/20.500.14352/7300
UL https://hdl.handle.net/20.500.14352/7300
LA spa
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NO Texto completo retirado a petición de la autora con fecha 21 de Diciembre de 2022
NO Ministerio de Ciencia e Innovación (MICINN)
DS Docta Complutense
RD 24 jul 2024