Business identity, image and reputation: The integration of theoretical perspectives for a successful management

Andrea Pérez / Ignacio Rodríguez del Bosque

Universidad de Cantabria

The corporate marketing perspective is a new paradigm which identifies the management of the business identity, image and reputation as an essential tool for the survival and success of companies. Accordingly, the correct understanding of these three concepts is a basic pre-requisite for the companies interested in managing their businesses in accordance to the latest marketing trends. Nonetheless, the proliferation of diverse approaches to the study of the identity, image and reputation hampers the generation of useful knowledge regarding these issues. In this paper, an integrative perspective is proposed to better understand the concepts and dimensions of the business identity, image and reputation. The theoretical review provided in the paper allows scholars and practitioners to better understand these three faces of the corporate marketing perspective.

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DOI: 10.5295/cdg.130389ap

Bibliographic: Pérez, A. and Rodríguez del Bosque, I., 2015. Identidad, imagen y reputación de la empresa: integración de propuestas teóricas para una gestión exitosa. Cuadernos de Gestión, 14 (1), 97-126. DOI: 10.5295/cdg.130389ap

JEL Classification: M31

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