Marca lugar y su influencia en la imagen cognitiva y afectiva de Manta.

Abstract

This research aims to establish how the place brand influences the cognitive and affective image of Manta, analyzing the importance of the visual presentation of the city, as well as the image it projects towards residents and tourists. This study was carried out using a qualitative, quantitative, constructivist, crosssectional, and descriptive approach; the research includes surveys carried out on a 7-point Likert scale, to 595 people from the Manta EAP, analyzed using the IBM SPSS 27.0 statistical program, confirms the high reliability of the instrument with Cronbach’s alpha coefficient. The results show that the place brand has a significant influence on the cognitive and affective perception of the city and confirm that the visual and cultural elements of Manta, especially cultural events, reinforce the positive image of the destination, both for residents and tourists.