Branding Corporativo: una revisión bibliográfica

El éxito de una empresa no solo se basa en la calidad de sus productos si no también en la forma como es recordada su marca en el mercado y a este proceso se le conoce como branding corporativo. Este tipo de estrategia ha sido reconocida como un área importante en las ciencias administrativas y nece...

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Autores:
Buitrago, Sebastián
Duque, Pedro Luis
Robledo, Sebastián
Tipo de recurso:
Article of journal
Fecha de publicación:
2020
Institución:
Corporación Universidad de la Costa
Repositorio:
REDICUC - Repositorio CUC
Idioma:
spa
OAI Identifier:
oai:repositorio.cuc.edu.co:11323/11894
Acceso en línea:
https://hdl.handle.net/11323/11894
https://doi.org/10.17981/econcuc.41.1.2020.Org.1
Palabra clave:
Corporate Branding
Co-citations
Tree of Science
Corporate identity
Brand
Branding corporativo
Co-citaciones
Tree of Science
Identidad corporativa
Marca
Rights
openAccess
License
Sebastián Buitrago, Pedro Luis Duque, Sebastián Robledo - 2020
id RCUC2_6e2927ebbc9be2d604415b3196975dd5
oai_identifier_str oai:repositorio.cuc.edu.co:11323/11894
network_acronym_str RCUC2
network_name_str REDICUC - Repositorio CUC
repository_id_str
dc.title.spa.fl_str_mv Branding Corporativo: una revisión bibliográfica
dc.title.translated.eng.fl_str_mv Corporate Branding: a bibliographic review
title Branding Corporativo: una revisión bibliográfica
spellingShingle Branding Corporativo: una revisión bibliográfica
Corporate Branding
Co-citations
Tree of Science
Corporate identity
Brand
Branding corporativo
Co-citaciones
Tree of Science
Identidad corporativa
Marca
title_short Branding Corporativo: una revisión bibliográfica
title_full Branding Corporativo: una revisión bibliográfica
title_fullStr Branding Corporativo: una revisión bibliográfica
title_full_unstemmed Branding Corporativo: una revisión bibliográfica
title_sort Branding Corporativo: una revisión bibliográfica
dc.creator.fl_str_mv Buitrago, Sebastián
Duque, Pedro Luis
Robledo, Sebastián
dc.contributor.author.spa.fl_str_mv Buitrago, Sebastián
Duque, Pedro Luis
Robledo, Sebastián
dc.subject.eng.fl_str_mv Corporate Branding
Co-citations
Tree of Science
Corporate identity
Brand
topic Corporate Branding
Co-citations
Tree of Science
Corporate identity
Brand
Branding corporativo
Co-citaciones
Tree of Science
Identidad corporativa
Marca
dc.subject.spa.fl_str_mv Branding corporativo
Co-citaciones
Tree of Science
Identidad corporativa
Marca
description El éxito de una empresa no solo se basa en la calidad de sus productos si no también en la forma como es recordada su marca en el mercado y a este proceso se le conoce como branding corporativo. Este tipo de estrategia ha sido reconocida como un área importante en las ciencias administrativas y necesita de una revisión detallada. Este artículo tiene como propósito mostrar la evolución del branding corporativo a través una revisión de la literatura, para ello se realiza un análisis de red apoyado en técnicas bibliométricas, además, se presentan las perspectivas de este campo de estudio en la actualidad. Para esto, se realizó una consulta en Web of Science, después se clasificaron los documentos más importantes a través de la plataforma web Tree of Science y, al final, se efectúa un análisis de co-citaciones. Este último análisis mostró que el branding corporativo presenta tres perspectivas: efecto de la marca generado por las alianzas corporativas, la influencia de la responsabilidad social y la gestión de la identidad de la marca.
publishDate 2020
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dc.date.available.none.fl_str_mv 2020-01-01 00:00:00
2024-04-09T20:09:27Z
dc.date.issued.none.fl_str_mv 2020-01-01
dc.type.spa.fl_str_mv Artículo de revista
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dc.language.iso.spa.fl_str_mv spa
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dc.relation.ispartofjournal.spa.fl_str_mv Económicas CUC
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spelling Buitrago, SebastiánDuque, Pedro LuisRobledo, Sebastián2020-01-01 00:00:002024-04-09T20:09:27Z2020-01-01 00:00:002024-04-09T20:09:27Z2020-01-010120-3932https://hdl.handle.net/11323/11894https://doi.org/10.17981/econcuc.41.1.2020.Org.110.17981/econcuc.41.1.2020.Org.12382-3860El éxito de una empresa no solo se basa en la calidad de sus productos si no también en la forma como es recordada su marca en el mercado y a este proceso se le conoce como branding corporativo. Este tipo de estrategia ha sido reconocida como un área importante en las ciencias administrativas y necesita de una revisión detallada. Este artículo tiene como propósito mostrar la evolución del branding corporativo a través una revisión de la literatura, para ello se realiza un análisis de red apoyado en técnicas bibliométricas, además, se presentan las perspectivas de este campo de estudio en la actualidad. Para esto, se realizó una consulta en Web of Science, después se clasificaron los documentos más importantes a través de la plataforma web Tree of Science y, al final, se efectúa un análisis de co-citaciones. Este último análisis mostró que el branding corporativo presenta tres perspectivas: efecto de la marca generado por las alianzas corporativas, la influencia de la responsabilidad social y la gestión de la identidad de la marca.The success of a company is not only based on the quality of its products but also on the way its brand is remembered in the market and this process is known as corporate branding. This type of strategy has been recognized as an important area in management sciences and needs a detailed review. The purpose of this article is to show the evolution of corporate branding through a review of the literature. For this purpose, a network analysis supported by bibliometric techniques is carried out. For this purpose, a Web of Science consultation was carried out, after which the most important documents were classified through the Tree of Science web platform and, at the end, an analysis of co-citations is carried out. This last analysis showed that corporate branding presents three perspectives: the effect of the brand generated by corporate alliances, the influence of social responsibility and the management of brand identity.application/pdftext/htmlapplication/xmlspaUniversidad de la CostaSebastián Buitrago, Pedro Luis Duque, Sebastián Robledo - 2020https://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccessEsta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.http://purl.org/coar/access_right/c_abf2https://revistascientificas.cuc.edu.co/economicascuc/article/view/2636Corporate BrandingCo-citationsTree of ScienceCorporate identityBrandBranding corporativoCo-citacionesTree of ScienceIdentidad corporativaMarcaBranding Corporativo: una revisión bibliográficaCorporate Branding: a bibliographic reviewArtículo de revistahttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1Textinfo:eu-repo/semantics/articleJournal articlehttp://purl.org/redcol/resource_type/ARTinfo:eu-repo/semantics/publishedVersionhttp://purl.org/coar/version/c_970fb48d4fbd8a85Económicas CUCAaker, D. 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NOVA, 14(25).143–162143–162141https://revistascientificas.cuc.edu.co/economicascuc/article/download/2636/2861https://revistascientificas.cuc.edu.co/economicascuc/article/download/2636/2862https://revistascientificas.cuc.edu.co/economicascuc/article/download/2636/2863Núm. 1 , Año 2020PublicationOREORE.xmltext/xml2576https://repositorio.cuc.edu.co/bitstreams/39cf66da-ae1f-4f27-b1f2-49b1842d6008/download909c25eec6e8d072b73263176dead461MD5111323/11894oai:repositorio.cuc.edu.co:11323/118942024-09-17 12:46:31.65https://creativecommons.org/licenses/by-nc-nd/4.0Sebastián Buitrago, Pedro Luis Duque, Sebastián Robledo - 2020metadata.onlyhttps://repositorio.cuc.edu.coRepositorio de la Universidad de la Costa CUCrepdigital@cuc.edu.co

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