Revisión bibliográfica de la marca corporativa: hacia una definición y gestión integradoras

Autores/as

DOI:

https://doi.org/10.31921/doxacom.n32a8

Palabras clave:

Marca corporativa, comunicación corporativa, marketing, análisis de contenido

Resumen

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.

Biografía del autor/a

Tatiana Pereira-Villazón, Universidad de Navarra

Tatiana Pereira-Villazón realiza su doctorado en la Universidad de Navarra en el Departamento Marketing y Empresas de Comunicación. Tiene un Máster en Comunicación Corporativa por la Universidad de Barcelona. Sus intereses de investigación se relacionan con la creación y gestión de marcas corporativas, con especial interés en la industria audiovisual, y los principales cambios en la gestión de la marca de medios

 

Idoia Portilla, Universidad de Navarra

Idoia Portilla, profesora de la Facultad de Comunicación de la Universidad de Navarra, es doctora en CC. Económicas y Empresariales por esta universidad. Sus principales áreas de interés son la medición de audiencias, ética y metodología en investigación de mercados, y los efectos de los nuevos medios en los tradicionales. Desde 2013, preside el Comité de Ética de la Asociación Española de Estudios de Mercado, Marketing y Opinión (AEDEMO).

 

Natalia Rodríguez Salcedo, Universidad de Navarra

Profesora Contratado Doctor, subdirectora del Departamento de Marketing y Empresas de Comunicación y subdirectora del Máster en Reputación Corporativa de la Facultad de Comunicación de la Universidad de Navarra. Posee una doble licenciatura en Periodismo y en Publicidad y Relaciones Públicas. Terminó su tesis doctoral en Comunicación Pública en 2004. En la actualidad, imparte clases de Introducción a las Relaciones Públicas, Comunicación Corporativa y Gestión de Asuntos Públicos en la Facultad de Comunicación de la Universidad de Navarra, donde da clases desde 2001. Coordina las menciones en Comunicación Institucional y Comunicación Corporativa para los alumnos de Periodismo y Marketing, respectivamente.

 

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2021-06-15

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