Eventos de marca y su influencia en la imagen cognitiva y afectiva de Manta.

Abstract

This study aims to analyse the influence of brand events on the cognitive and affective image of Manta. A quantitative, constructivist, cross-sectional and descriptive approach was used, through surveys with a 7-point Likert scale applied to 595 participants of the economically active population (EAP) of Manta . The data were analysed with IBM SPSS 27.0 software, which ensured a high reliability of the instrument, reflected in a Cronbach's Alpha coefficient of 0. 972, the findings show that branding events significantly affect the perception of Manta, increasing its attractiveness and notoriety, also generate positive emotions among residents, which reinforces cultural identity and fosters c ommunity ties within tourism, this in turn strengthens the loyalty and reputation of Manta as an attractive tourist destination, standing out in the national landscape as the favourite destination.