INFLUENCE OF ORGANIZATIONAL CULTURE ON CORPORATE BRAND

Brand, being a significant intangible resource, requires special attention not only from marketers, but also from the management of the organization, as its formation affects various aspects of production and economic activity. The given review of the Russian and foreign points of view on interrelat...

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Autores principales:	N. A. Bashkina, N. V. Klym-Eremina, V. V. Orlov
Formato:	article
Lenguaje:	RU
Publicado:	Publishing House of the State University of Management 2020
Materias:	branding corporate brand organizational culture corporate social responsibility corporate culture brand capital communications image Sociology (General) HM401-1281 Economics as a science HB71-74
Acceso en línea:	https://doaj.org/article/5ed96d4cf1f84ff3b4de252d6d98abfc
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spelling	oai:doaj.org-article:5ed96d4cf1f84ff3b4de252d6d98abfc2021-12-03T07:43:31ZINFLUENCE OF ORGANIZATIONAL CULTURE ON CORPORATE BRAND1816-42772686-841510.26425/1816-4277-2020-2-5-11https://doaj.org/article/5ed96d4cf1f84ff3b4de252d6d98abfc2020-04-01T00:00:00Zhttps://vestnik.guu.ru/jour/article/view/2065https://doaj.org/toc/1816-4277https://doaj.org/toc/2686-8415Brand, being a significant intangible resource, requires special attention not only from marketers, but also from the management of the organization, as its formation affects various aspects of production and economic activity. The given review of the Russian and foreign points of view on interrelation of organizational culture of corporation and its brand, allows us to make a conclusion about necessity of further in-depth studying of this issue. The mutual influence of the organizational culture of the corporation and its brand at the deep level has been revealed and substantiated in the article. The study results of the influence of the organizational culture main components such as corporate culture, corporate social responsibility, on the corporation brand, – have been reflected. Special attention has been paid to the effective interaction with the media, which are a brand guide for the target audience.N. A. BashkinaN. V. Klym-EreminaV. V. OrlovPublishing House of the State University of Managementarticlebrandingcorporate brandorganizational culturecorporate social responsibilitycorporate culturebrand capitalcommunicationsimageSociology (General)HM401-1281Economics as a scienceHB71-74RUВестник университета, Vol 0, Iss 2, Pp 5-11 (2020)
institution	DOAJ
collection	DOAJ
language	RU
topic	branding corporate brand organizational culture corporate social responsibility corporate culture brand capital communications image Sociology (General) HM401-1281 Economics as a science HB71-74
spellingShingle	branding corporate brand organizational culture corporate social responsibility corporate culture brand capital communications image Sociology (General) HM401-1281 Economics as a science HB71-74 N. A. Bashkina N. V. Klym-Eremina V. V. Orlov INFLUENCE OF ORGANIZATIONAL CULTURE ON CORPORATE BRAND
description	Brand, being a significant intangible resource, requires special attention not only from marketers, but also from the management of the organization, as its formation affects various aspects of production and economic activity. The given review of the Russian and foreign points of view on interrelation of organizational culture of corporation and its brand, allows us to make a conclusion about necessity of further in-depth studying of this issue. The mutual influence of the organizational culture of the corporation and its brand at the deep level has been revealed and substantiated in the article. The study results of the influence of the organizational culture main components such as corporate culture, corporate social responsibility, on the corporation brand, – have been reflected. Special attention has been paid to the effective interaction with the media, which are a brand guide for the target audience.
format	article
author	N. A. Bashkina N. V. Klym-Eremina V. V. Orlov
author_facet	N. A. Bashkina N. V. Klym-Eremina V. V. Orlov
author_sort	N. A. Bashkina
title	INFLUENCE OF ORGANIZATIONAL CULTURE ON CORPORATE BRAND
title_short	INFLUENCE OF ORGANIZATIONAL CULTURE ON CORPORATE BRAND
title_full	INFLUENCE OF ORGANIZATIONAL CULTURE ON CORPORATE BRAND
title_fullStr	INFLUENCE OF ORGANIZATIONAL CULTURE ON CORPORATE BRAND
title_full_unstemmed	INFLUENCE OF ORGANIZATIONAL CULTURE ON CORPORATE BRAND
title_sort	influence of organizational culture on corporate brand
publisher	Publishing House of the State University of Management
publishDate	2020
url	https://doaj.org/article/5ed96d4cf1f84ff3b4de252d6d98abfc
work_keys_str_mv	AT nabashkina influenceoforganizationalcultureoncorporatebrand AT nvklymeremina influenceoforganizationalcultureoncorporatebrand AT vvorlov influenceoforganizationalcultureoncorporatebrand
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INFLUENCE OF ORGANIZATIONAL CULTURE ON CORPORATE BRAND

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