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...
- 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
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| dc.title.spa.fl_str_mv |
Branding Corporativo: una revisión bibliográfica |
| dc.title.translated.spa.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 Robledo, Sebastian |
| dc.contributor.author.spa.fl_str_mv |
Buitrago, Sebastián Duque, Pedro Robledo, Sebastian |
| dc.subject.spa.fl_str_mv |
Corporate Branding Co-citations Tree of Science Corporate identity Brand Branding corporativo Co-citaciones Tree of Science Identidad corporativa Marca |
| topic |
Corporate Branding Co-citations Tree of Science Corporate identity Brand Branding corporativo Co-citaciones Tree of Science Identidad corporativa Marca |
| description |
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. |
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2019 |
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2019-11-08 |
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2020-05-28T21:15:29Z |
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2020-05-28T21:15:29Z |
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Artículo de revista |
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Buitrago, S., Duque, P. &Robledo, S.(2019). Branding Corporativo: una revisión bibliográfica. Económicas CUC, 41(1). DOI: https://doi.org/10.17981/econcuc.41.1.2020.Org.1 |
| dc.identifier.issn.spa.fl_str_mv |
0120-3932, 2382-3860 electrónico |
| dc.identifier.uri.spa.fl_str_mv |
https://hdl.handle.net/11323/6306 |
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https://doi.org/10.17981/econcuc.41.1.2020.Org.1 |
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10.17981/econcuc.41.1.2020.Org.1 |
| dc.identifier.eissn.spa.fl_str_mv |
2382-3860 |
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Corporación Universidad de la Costa |
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0120-3932 |
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REDICUC - Repositorio CUC |
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https://repositorio.cuc.edu.co/ |
| identifier_str_mv |
Buitrago, S., Duque, P. &Robledo, S.(2019). Branding Corporativo: una revisión bibliográfica. Económicas CUC, 41(1). DOI: https://doi.org/10.17981/econcuc.41.1.2020.Org.1 0120-3932, 2382-3860 electrónico 10.17981/econcuc.41.1.2020.Org.1 2382-3860 Corporación Universidad de la Costa 0120-3932 REDICUC - Repositorio CUC |
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https://hdl.handle.net/11323/6306 https://doi.org/10.17981/econcuc.41.1.2020.Org.1 https://repositorio.cuc.edu.co/ |
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spa |
| language |
spa |
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ECONÓMICAS CUC; Vol. 41, Núm. 1 (2020) |
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ECONÓMICAS CUC ECONÓMICAS CUC |
| dc.relation.references.spa.fl_str_mv |
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Buitrago, Sebastián221fb3fa77b6b74fc34bb9ef54f1dd65Duque, Pedrodf65aad4cccf3215ef7c93251aa19578Robledo, Sebastianacbe34551b35dfa185f7eacea08fa03c2020-05-28T21:15:29Z2020-05-28T21:15:29Z2019-11-08Buitrago, S., Duque, P. &Robledo, S.(2019). Branding Corporativo: una revisión bibliográfica. Económicas CUC, 41(1). DOI: https://doi.org/10.17981/econcuc.41.1.2020.Org.10120-3932, 2382-3860 electrónicohttps://hdl.handle.net/11323/6306https://doi.org/10.17981/econcuc.41.1.2020.Org.110.17981/econcuc.41.1.2020.Org.12382-3860Corporación Universidad de la Costa0120-3932REDICUC - Repositorio CUChttps://repositorio.cuc.edu.co/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.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 aeste 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.application/pdfspaCorporación Universidad de la CostaECONÓMICAS CUC; Vol. 41, Núm. 1 (2020)ECONÓMICAS CUCECONÓMICAS CUCAaker, D. (1991). Managing Brand Equity. Free Press.Aaker, D. A. (2004). Leveraging the Corporate Brand. 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