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:	Marketing corporate identity congruence 05 social sciences Corporate identity dynamic identity Epistemology Greimas Congruence (geometry) semiotic square 0502 economics and business Semiotic square 050211 marketing Sociology wine 050203 business & management
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
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::627c058b65bb06318230b9efddb2bdbd https://doi.org/10.1080/10696679.2019.1662312 Zobrazit plný text záznamu