Branding Corporativo: una revisión bibliográfica

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...

Full description

Autores:
Buitrago, Sebastián
Duque, Pedro
Robledo, Sebastian
Tipo de recurso:
Article of journal
Fecha de publicación:
2019
Institución:
Corporación Universidad de la Costa
Repositorio:
REDICUC - Repositorio CUC
Idioma:
spa
OAI Identifier:
oai:repositorio.cuc.edu.co:11323/6306
Acceso en línea:
https://hdl.handle.net/11323/6306
https://doi.org/10.17981/econcuc.41.1.2020.Org.1
https://repositorio.cuc.edu.co/
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
CC0 1.0 Universal
Description
Summary: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, aWeb 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.