Sustentabilidad ambiental como atributo diferenciador de un partido político: el caso del partido ecologista (original) (raw)

The “Partido Ecologista” (Ecological Party) is built around the sustainability concept, mainly from its environmental dimension. This paper seeks to determine if the concept “concern about environmental sustainability” is a differentiating attribute for the Partido Ecologista. This study follows the method of observation of the Partido Ecologista’s communication through their digital media. Specifically, their website, facebook fanpage, and twitter account. Meanwhile, from the survey methodology for the construction of brand positioning maps, applied to a random sample of students from the Universidad del Bio-Bio, five attributes were determined to be relevant at the time to choose sympathize, or be a member of a political party. Finally, it is concluded that the Partido Ecologista has not been ranked as it wanted among the studied target group. It is explained because the political party did not communicates the attributes which want to be in the minds of the voters. The attribute ...

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