Czasopismo
2011
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nr 74 Marketing przyszłości: trendy, strategie, instrumenty: marketing w działalności podmiotów rynkowych
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83--95
Tytuł artykułu
Autorzy
Warianty tytułu
What Corporate Image is - an Attempt to Define the Construct
Języki publikacji
Abstrakty
Celem artykułu jest próba określenia, czym jest wizerunek przedsiębiorstwa. W literaturze przedmiotu pojawia się bardzo wiele sposobów rozumienia tego pojęcia, co więcej - pojęcie to jest nieco odmiennie rozumiane na gruncie poszczególnych dyscyplin nauki. Celem niniejszego opracowania jest próba opisu zjawiska poprzez dokonanie syntezy jego elementów składowych oraz zaproponowanie ujednoliconej terminologii.(fragment tekstu)
The aim of this paper is to define what corporate image is. In professional literature there are several ways in which the notion is described and understood. Especially there are significant differences in understanding depending on authors' discipline. The objective of the paper is an attempt to define the phenomenon by synthesizing the elements that seem to constitute it. The author also suggests a unified terminology when dealing with the phenomenon.(author's abstract)
Słowa kluczowe
Rocznik
Strony
83--95
Opis fizyczny
Twórcy
autor
- Uniwersytet Ekonomiczny w Krakowie
Bibliografia
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- B. Moingeon, B. Ramanantsoa, An identity study of firm mergers: the case of a French savings bank, "Case Method Research and Application", ed. H.E. Klein, Vol. VII, WACRA, Needham, MA, 1995,
- J. van Rekom, C.B.M. van Riel, B. Wierenga, Corporate identity. Van vaag concept naar hard feitenmateriaal, working paper, Corporate Communication Centre, Erasmus University, Rotterdam, 1991, w: T.C. Melewar, E. Jenkins, Defining the Corporate..., s. 80.
- C. van Riel, J. Balmer, Corporate identity: the concept, its measurement and management, "European Journal of Marketing" 1997, Vol. 31, No. 5-6,
- C. van Riel, J. Balmer, Corporate identity..., s. 340-355;
- K. Schmidt, The Quest for Identity: Corporate Identity Strategies, Methods and Examples, Cassel, London 1995;
- J. Balmer, G. Soekomuninen, A new approach to corporate identity management, International Centre for Corporate Identity Studies, "European Journal of Marketing" 1998, Vol. 35 (8).
- C. van Riel, Principles of Corporate Communication, Prentice Hall, New York 1995
- B. Moingeon, B. Ramanantsoa, Understanding corporate identity: the French school of thought, "European Journal of Marketing" 1997, Vol. 31, No. 5-6,
- M. Hatch, M. Schultz, Relations between organizational culture, identity, and image, "European Journal of Marketing" 1997, Vol. 31, No. 5-6,
- J. van Rekom, Deriving an operational measure of corporate identity, "European Journal of Marketing" 1997, Vol. 31, No. 5-6, s. 410-422;
- G. Hofstede, B. Nueijen, D. Daval-Ohavy, G. Sanders, Measuring organizational cultures: a qualitative and quantitative study across twenty cases, "Administrative Science Quarterly" 1990, June, s. 286-316.
- S.M. Downey, The relationship between corporate culture an corporate identity, "Public Relations Quarterly" 1986, Vo. 31, No. 4,
- M. Peteraf, M. Shanley, Getting to know you: a theory of strategic group identity, "Strategic Management Journal" 1997, Vo. 18, Summer
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171337215