Competitiveness of city geo-brand assessment: selecting the research methodology
https://doi.org/10.26425/1816-4277-2023-6-29-38
Abstract
The article studies the problem of selecting the research methodology of a city geo-brand in order to identify the optimal methodological tools for assessing its competitiveness. The author’s interpretation of a city geo-brand concept has been offered, the features of a city geo-brand concept choice, algorithm of its assessment, and evaluation parameters diagnostics methods analyzed. The comparative analysis of the current geo-brand competitiveness estimation models has been made. The study concludes the main reasons for the variety of a city geo-brand estimation models and optimal type of competitiveness assessment ones along with approach to the choice of parameter estimation diagnostics methods and universal system of evaluation parameters development.
About the Author
I. Yu. Aleksandrova
State University of Management
Russian Federation
Russian Federation
Irina Yu. Aleksandrova - Cand. Sci. (Psy.), Assoc. Prof. at the Marketing Department
Moscow
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Review
For citations:
Aleksandrova I.Yu. Competitiveness of city geo-brand assessment: selecting the research methodology. Vestnik Universiteta. 2023;1(6):29-38. (In Russ.) https://doi.org/10.26425/1816-4277-2023-6-29-38
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