2012
DOI: 10.1108/13563281211196335
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Exploring the logics of corporate brand identity formation

Abstract: PurposeThe purpose of this paper is to explore and analyze the logics at work when companies decide what corporate features to communicate; which eventually also accounts for their corporate brands' identities.Design/methodology/approachAs a case in point, the paper focuses on the concept of “family business” and investigates the rationale among companies to make particular reference to being such a company on their web sites – a decision the authors interpret as part of the corporate brand identity formation.… Show more

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Cited by 60 publications
(49 citation statements)
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References 55 publications
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“…Blombäck & Ramírez-Pasillas, 2012). In particular, we analysed text, pictorial and video images, from our chosen UGBs' websites and relevant material from their presence on social media.…”
Section: Methodology: Discursive Thematic and Visual Analysismentioning
confidence: 99%
“…Blombäck & Ramírez-Pasillas, 2012). In particular, we analysed text, pictorial and video images, from our chosen UGBs' websites and relevant material from their presence on social media.…”
Section: Methodology: Discursive Thematic and Visual Analysismentioning
confidence: 99%
“…Micelotta and Raynard 2011;Blombäck and Ramirez-Pasillas 2012). In contemporary markets, websites are essential in the communication to relevant stakeholders, representing an important brand element and much-employed source for brand contacts (Mangold and Faulds 2009).…”
Section: Methodsmentioning
confidence: 99%
“…Está relacionada com a estratégia empresarial GRAY, 2003), representando uma ferramenta importante de gestão (HATCH; SCHULTZ, 2003;GOTSI;ANDRIOPOULOS;WILSON, 2008), embora, muitas vezes, o processo de construção da marca corporativa seja mais informal e pouco planejado (BLOMBÄCK; RAMÍREZ-PASILLAS, 2012). A marca corporativa pode ser considerada uma das capacidades intangíveis com potencial de estabelecer uma vantagem competitiva (GHAURI et al, 2011;ABRATT;KLEYN, 2012;GREYSER, 2016).…”
Section: Referencial Teóricounclassified