Analysis of the relationship between corporate identity, image and reputation of the company
For a long time, corporate identity, corporate image and corporate reputation have been studied from a number of academic perspectives, due to their intangibility and their significant role in gaining an organization's competitive advantages. Recent business circumstances (for example, the econ...
Guardado en:
| Autores principales: | , , , |
|---|---|
| Formato: | article |
| Lenguaje: | EN SR |
| Publicado: |
Savez inženjera i tehničara Srbije
2021
|
| Materias: | |
| Acceso en línea: | https://doaj.org/article/7c1540ba5cb248c180a00f422c1976d1 |
| Etiquetas: |
Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
| Sumario: | For a long time, corporate identity, corporate image and corporate reputation have been studied from a number of academic perspectives, due to their intangibility and their significant role in gaining an organization's competitive advantages. Recent business circumstances (for example, the economic downturn due to the Covid-19 pandemy) bring new challenges for companies and their long-term survival. The aim of this paper is to review the constructs of corporate identity, corporate image and corporate reputation, and, thus, to remove or reduce the misunderstanding of the three constructs in the relevant literature. After a thorough theoretical review, some influential conceptual models were examined, pointing out the role of communication in the whole process of corporate marketing. |
|---|