Revealing the unique blend of meanings in corporate identity: An application of the semiotic square
Autor: | Daniel J. Flint, Paola Signori |
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Rok vydání: | 2019 |
Předmět: | |
Zdroj: | Journal of Marketing Theory and Practice. 28:26-42 |
ISSN: | 1944-7175 1069-6679 |
DOI: | 10.1080/10696679.2019.1662312 |
Popis: | Managing and marketing a corporate identity (CI) can be complex because most firms anchor their identity on multiple meanings and often fail to recognize this complexity in their communication. The... |
Databáze: | OpenAIRE |
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