Revisión bibliográfica de la marca corporativa: hacia una definición y gestión integradoras
DOI:
https://doi.org/10.31921/doxacom.n32a8Palabras clave:
Marca corporativa, comunicación corporativa, marketing, análisis de contenidoResumen
La marca corporativa ha sido percibida desde sus inicios como un activo intangible y estratégico de gran valor para cualquier organización, por lo que ha captado la atención de múltiples disciplinas (Koporcic & Halinen, 2018). El objetivo de este trabajo radica en entender el origen de esta multiplicidad, los autores destacados, qué ámbito o área controla su gestión, con especial atención al papel que ha jugado la comunicación corporativa. En resumen, se trata de avanzar en el entendimiento de un concepto importante en la literatura actual de la comunicación estratégica y de profundizar en las diferencias con el marketing. Para ello, se ha realizado una revisión sistemática de los trabajos académicos recientes (2016-2018) sobre la marca corporativa y su gestión, aplicando un análisis de contenido. A partir del estudio de 112 publicaciones académicas, se ha observado, entre otros resultados, el papel destacado de las áreas de marketing y gestión, ámbitos de donde proceden los autores destacados, mientras que la comunicación corporativa ha quedado relegada a un lugar menor.
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