Construcción y validación de un índice compuesto para el análisis de la marca país. Aplicación a la Marca España

Resumen

Este artículo presenta el desarrollo de un índice compuesto de marca país para facilitar comparaciones longitudinales y análisis por dimensiones. La metodología emplea un proceso de múltiples etapas: recolección de datos, asignación de pesos y agregación, siguiendo estándares internacionales en la construcción de índices compuestos. Integra indicadores clave de informes y rankings reconocidos, proponiendo un enfoque estandarizado para evaluar y monitorear percepciones de marca país. Los resultados evidencian la unidimensionalidad, confiabilidad, validez nomológica y robustez del índice. España se posiciona en el puesto 19 a nivel mundial en fortaleza e imagen de marca país, destacando especialmente en el ámbito de marcas y empresas.

Palabras clave:

imagen país, imagen de España, posicionamiento país, identidad nacional

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