The corporate branding in international operations
| Autor: | Maria Tereza Leme Fleury, Bruno Giovanni Mazzola, Ney Nakazato Miyahira, Juliana Rodrigues, Mariana Bassi Sutter |
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| Přispěvatelé: | Juliana Rodrigues, Mestranda em Administração pela FEA-USP (Bolsista CNPq) |
| Jazyk: | angličtina |
| Rok vydání: | 2017 |
| Předmět: |
brand architecture
Corporate brand Corporate branding International marketing Brand architecture International business business.industry Corporate governance Stakeholder corporate brand corporate branding lcsh:International relations Corporate Real Estate Public relations lcsh:Business international marketing Internationalization international business Multinational corporation Business Marketing Corporate communication Negócios Internacionais lcsh:HF5001-6182 lcsh:JZ2-6530 |
| Zdroj: | Internext: Revista Eletrônica de Negócios Internacionais, Vol 12, Iss 1, Pp 1-15 (2017) Redalyc Internext-International Business and Management Review ; Vol. 12 No. 1 (2017): January/April; 1-15 Internext; v. 12 n. 1 (2017): Janeiro/Abril; 1-15 Internext-Review of International Business; v. 12, n. 1 (2017): Janeiro/Abril; 1-15 Internext; v. 12, n. 1 (2017): Janeiro/Abril; 1-15 |
| ISSN: | 1980-4865 |
| Popis: | Corporate branding is increasingly gaining relevance in companies’ internationalization; however, few studies directly address the influence and use of corporate branding in processes of internationalization. This study examines these topics and shows the corporate brand as a critical capability in relationships with different stakeholders. A literature review explores corporate branding approaches in international business. In addition, a quantitative exploratory study was conducted using a survey with 297 management-level professionals in Brazil in order to find out if company operation scopes, whether local or multinational, interfere with views on corporate branding. The findings highlight the construction of identity in multinationals as one of the main reasons for adopting corporate brands. However, company operation scopes do not significantly interfere with the hierarchy of reasons perceived as important in the adoption of corporate branding. An emphasis on the concept of corporate branding based on organizational identity was noted among respondents who work at multinationals, showing the relevance of this topic for future research. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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