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...

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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
id RCUC2_b584fdac077fd372955e30739355fb83
oai_identifier_str oai:repositorio.cuc.edu.co:11323/6306
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.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.
publishDate 2019
dc.date.issued.none.fl_str_mv 2019-11-08
dc.date.accessioned.none.fl_str_mv 2020-05-28T21:15:29Z
dc.date.available.none.fl_str_mv 2020-05-28T21:15:29Z
dc.type.spa.fl_str_mv Artículo de revista
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_2df8fbb1
dc.type.coar.spa.fl_str_mv http://purl.org/coar/resource_type/c_6501
dc.type.content.spa.fl_str_mv Text
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dc.identifier.citation.spa.fl_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
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
dc.identifier.url.spa.fl_str_mv https://doi.org/10.17981/econcuc.41.1.2020.Org.1
dc.identifier.doi.spa.fl_str_mv 10.17981/econcuc.41.1.2020.Org.1
dc.identifier.eissn.spa.fl_str_mv 2382-3860
dc.identifier.instname.spa.fl_str_mv Corporación Universidad de la Costa
dc.identifier.pissn.spa.fl_str_mv 0120-3932
dc.identifier.reponame.spa.fl_str_mv REDICUC - Repositorio CUC
dc.identifier.repourl.spa.fl_str_mv 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
url https://hdl.handle.net/11323/6306
https://doi.org/10.17981/econcuc.41.1.2020.Org.1
https://repositorio.cuc.edu.co/
dc.language.iso.none.fl_str_mv spa
language spa
dc.relation.ispartofseries.spa.fl_str_mv ECONÓMICAS CUC; Vol. 41, Núm. 1 (2020)
dc.relation.ispartofjournal.spa.fl_str_mv ECONÓMICAS CUC
ECONÓMICAS CUC
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spelling Buitrago, SebastiánDuque, PedroRobledo, Sebastian2020-05-28T21:15:29Z2020-05-28T21:15:29Z2019-11-08Buitrago, 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.Buitrago, SebastiánDuque, Pedro-will be generated-orcid-0000-0003-4950-8262-600Robledo, Sebastian-will be generated-orcid-0000-0003-4357-4402-600application/pdfspaCorporación Universidad de la CostaECONÓMICAS CUC; Vol. 41, Núm. 1 (2020)ECONÓMICAS CUCECONÓMICAS CUCAaker, D. (1991). 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NOVA, 14(25).141Revista Económicas CUCCC0 1.0 Universalhttp://creativecommons.org/publicdomain/zero/1.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2ECONÓMICAS CUChttps://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/articlehttp://purl.org/redcol/resource_type/ARTinfo:eu-repo/semantics/acceptedVersionPublicationORIGINALBranding Corporativo. una revisión bibliográfica.pdfBranding Corporativo. una revisión bibliográfica.pdfapplication/pdf1218588https://repositorio.cuc.edu.co/bitstreams/fda84159-dc95-4a72-adf5-59dc010b0989/download34f5c0944811bfa09f124575d5234abbMD51CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; charset=utf-8701https://repositorio.cuc.edu.co/bitstreams/a00ec239-ae61-41a0-b0b0-6ac5e913e97a/download42fd4ad1e89814f5e4a476b409eb708cMD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81748https://repositorio.cuc.edu.co/bitstreams/0f70390c-98fd-4939-a7fb-5af207cd9fde/download8a4605be74aa9ea9d79846c1fba20a33MD53THUMBNAILBranding Corporativo. una revisión bibliográfica.pdf.jpgBranding Corporativo. una revisión bibliográfica.pdf.jpgimage/jpeg64479https://repositorio.cuc.edu.co/bitstreams/10b44f14-ec2c-43b0-a206-ad2dee88696f/download0fca3d62da1025939a048d2991aa364aMD54TEXTBranding Corporativo. una revisión bibliográfica.pdf.txtBranding Corporativo. una revisión bibliográfica.pdf.txttext/plain51262https://repositorio.cuc.edu.co/bitstreams/3cfbc9af-3c1c-4641-b0e1-14757b414a25/download10426f21529c7ac2530d21a475c0749aMD5511323/6306oai:repositorio.cuc.edu.co:11323/63062024-09-17 12:44:23.143http://creativecommons.org/publicdomain/zero/1.0/CC0 1.0 Universalopen.accesshttps://repositorio.cuc.edu.coRepositorio de la Universidad de la Costa CUCrepdigital@cuc.edu.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