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RESEARCH PRODUCT

A Model of Determinant Attributes of Corporate Image in Cultural Services

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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” and “access to services” are the attributes with the strongest influence on the corporate image of cultural service organizations.