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dc.contributor.authorMonfort, Abel-
dc.contributor.authorSebastián, Ana-
dc.contributor.authorLópez, Belén-
dc.date.accessioned2022-06-17T14:40:22Z-
dc.date.available2022-06-17T14:40:22Z-
dc.date.issued2015-
dc.identifier.citationMonfort, A., Sebastián, A. y López, B. (2015). Corporate identity in the brand co-creation era. Communication papers, 4(08), 31. https://doi.org/10.33115/udg_bib/cp.v4i08.22065es_ES
dc.identifier.issn2014-6752-
dc.identifier.urihttps://repositorio.consejodecomunicacion.gob.ec//handle/CONSEJO_REP/1670-
dc.description.abstractThe following text analyzes corporate identity from a dynamic perspective. Its aim is to know if brands turn corporate values into behaviours that meet stakeholders’ expectations. Firstly,the essay explains how corporate identity is a key concept in the management of intangible assets because it can generate brand value and reputation. In order to explain this point, authors underline best practices in managing corporate vision and values. Secondly, the paper explores content and commu-nication platforms used by corporate and commercial brands. Lastly, the text sets out how brands should develop a dialogue and co-creation between company and stakeholders, genera-ting consumer participationes_ES
dc.language.isoenes_ES
dc.publisherUniversitat de Gironaes_ES
dc.subjectcorporate identityes_ES
dc.subjectcorporate reputationes_ES
dc.subjectcorporate social responsibilityes_ES
dc.subjectcorporate culturees_ES
dc.subjectsocial mediaes_ES
dc.subjectintangible asset managementes_ES
dc.titleCORPORATE IDENTITY IN THE BRAND CO-CREATION ERAes_ES
dc.title.alternativeCommunication Paperses_ES
dc.typeArticlees_ES
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