The corporate image of Quito's sports clubs measured by the C4 Index

Abstract

The scientific article refers to the corporate image management in sports clubs from Quito during 2018. The heft that the corporate image has in the companies nowadays, is easily compared with the production levels, resource management, etc., since it can easily affect its positioning in the market and its future in the short term. In order to arrive at such a determination, a qualitative study established on corporate image indicators, based on the elaboration of a matrix adapting the concept of the economic indicator of concentration and competence - index C4 that allows to analyze the management of the clubs around the image from the conception that entails managing an effective corporate image. The used data for the realization of this matrix were gotten through interviews carried out to the corporate image managing responsible of the different sports clubs in Quito.