Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.22/1864
Título: Corporate brand identity – a conceptual redefinition
Autor: Barros, Teresa
Martins, Francisco Vitorino
Palavras-chave: Concepts redefinition
Corporate brand identity
Corporate brand identity components
Integrated perspective
Data: 2008
Editora: IASK - International Association for the Scientific Knowledge
Resumo: There is a wide agreement that identity is a multidisciplinary concept. Branding is an identity expression. Although there are some frameworks to assess brand identity there isn’t an accepted definition. The authors consider this a gap in literature and investigate the components to assess brand identity under a holistic approach. Literature was reviewed and reinterpreted under an integrated perspective evolving corporate and brand identity studies. The authors propose a definition and nine componentscharacterizing corporate brand identity: reputation, culture, positioning, personality, relationships network, presentation style, communication, environmental influences and mission. Some are related with internal and others to external facets. The authorsare strongly encouraged to test these results empirically towards validity and reliability of the proposed construct.
Peer review: yes
URI: http://hdl.handle.net/10400.22/1864
ISBN: 978-989-95806-2-6
Aparece nas colecções:ESTGF - CE - Comunicações em Eventos Científicos

Ficheiros deste registo:
Ficheiro Descrição TamanhoFormato 
COM_TeresaBarros_2008.pdf94,57 kBAdobe PDFVer/Abrir


FacebookTwitterDeliciousLinkedInDiggGoogle BookmarksMySpace
Formato BibTex MendeleyEndnote Degois 

Todos os registos no repositório estão protegidos por leis de copyright, com todos os direitos reservados.