0000000000637248
AUTHOR
Berta Tubillejas
A Model of Determinant Attributes of Corporate Image in Cultural Services
The study of corporate image, within the strategic approach of marketing, focuses on evaluating the attributes that determine it. After reviewing the relevant literature, the present article proposes a corporate image model delimited by functional attributes that is adapted to the cultural services sector. Our objective is to evaluate the importance of these attributes or factors, so the authors develop an empirical exploratory investigation as a first phase of our study.The personal survey, by means of a structured questionnaire, was the technique employed for collecting the information that was analyzed by multiple regression analysis. The first results show that “physical environment” a…
Role of cooperation in the relationship between business internationalisation and international success
Firms’ export success has been a recurrent research topic in the last two decades. The explanatory variables and the models linking them have changed over time, adapting to the reality of the world. This paper is based on the idea that the process of internationalisation has a direct influence on a firm’s export success. It also considers that the variable cooperation with agencies involved in the marketing process has a direct impact on firm export performance and that this determinant factor has not been analysed previously. We develop a model that, as well as taking into account traditional explanatory variables, considers the process of internationalisation and cooperation as a basis fo…