Revealing the unique blend of meanings in corporate identity: An application of the semiotic square

Autor: Daniel J. Flint, Paola Signori
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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