Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.22/1864
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Campo DCValorIdioma
dc.contributor.authorBarros, Teresa-
dc.contributor.authorMartins, Francisco Vitorino-
dc.date.accessioned2013-08-26T11:27:08Z-
dc.date.available2013-08-26T11:27:08Z-
dc.date.issued2008-
dc.identifier.isbn978-989-95806-2-6-
dc.identifier.urihttp://hdl.handle.net/10400.22/1864-
dc.description.abstractThere 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.por
dc.description.sponsorshipCIICESIpor
dc.language.isoengpor
dc.publisherIASK - International Association for the Scientific Knowledgepor
dc.rightsopenAccesspor
dc.subjectConcepts redefinitionpor
dc.subjectCorporate brand identitypor
dc.subjectCorporate brand identity components-
dc.subjectIntegrated perspective-
dc.titleCorporate brand identity – a conceptual redefinitionpor
dc.typeconferenceObjectpor
dc.peerreviewedyespor
degois.publication.firstPage99por
degois.publication.lastPage106por
degois.publication.locationPorto (IASK International Conference)por
degois.publication.titleGlobal Managementpor
degois.publication.volumeconference proceedingspor
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