Identidad, imagen y reputación de la empresa: integración de propuestas teóricas para una gestión exitosa
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Publicado
18-09-2018
Andrea Pérez Ruiz
Ignacio Rodríguez del Bosque
Resumen
El nuevo paradigma propuesto por el marketing corporativo identifica la gestión de la identidad, imagen y reputación de la empresa como elementos esenciales para la supervivencia y el éxito empresarial. Consecuentemente, la comprensión clara de estos tres conceptos es el primer requisito básico para las empresas interesadas en gestionar sus negocios en línea con las tendencias de marketing más actuales. No obstante, la proliferación de enfoques académicos en el estudio de la identidad, imagen y reputación dificulta la creación de un conocimiento integral en este particular. En el presente trabajo se propone una revisión teórica, integrando diversas perspectivas académicas, para comprender mejor los conceptos y las dimensiones de la identidad, imagen y reputación de la empresa. Dicha revisión de literatura facilita la mejor comprensión y gestión de estas tres vertientes del marketing corporativo tanto en el ámbito académico como profesional.
Cómo citar
Pérez Ruiz, A., & Rodríguez del Bosque, I. (2018). Identidad, imagen y reputación de la empresa: integración de propuestas teóricas para una gestión exitosa. Cuadernos De Gestión, 14(1), 97–126. https://doi.org/10.5295/cdg.130389ap
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Keywords
marketing corporativo, identidad, imagen, reputación
References
Abratt, R., 1989. A new approach to the corporate image management process. Journal of Marketing Management, 5(1), 63-76.
Albert, S. y Whetten, D.A., 1985. Organizational identity. Research in Organizational Behavior, 7, 263-295.
Alessandri, S.W., 2001. Modeling corporate identity: A concept explication and theoretical explanation. Corporate Communications, 6(4), 173-182.
Alessandri, S.W. y Alessandri, T., 2004. Promoting and protecting corporate identity: The importance of organizational and industry context. Corporate Reputation Review, 7(3), 252-268.
Anisimova, T., 2010. Corporate brand: The company-customer misalignment and its performance implications. Journal of Brand Management, 17(7), 488-503.
Arendt, S. y Brettel, M., 2010. Understanding the influence of corporate social responsibility on corporate identity, image, and firm performance. Management Decision, 48(10), 1469-1492.
Balmer, J.M.T., 1998. Corporate identity and the advent of corporate marketing. Journal of Marketing Management, 14(8), 963-996.
Balmer, J.M.T., 2001a. Corporate identity, corporate branding and corporate marketing – seeing through the fog. European Journal of Marketing, 35(3/4), 248-291.
Balmer, J.M.T., 2001b. From the Pentagon: A new identity framework. Corporate Reputation Review, 4(1), 11-22.
Balmer, J.M.T., 2002. Of identities lost and found. International Studies of Management and Organization, 32(3), 10-27.
Balmer, J.M.T., 2008. Identity based views of the corporation. European Journal of Marketing, 42(9/10), 879-906.
Balmer, J.M.T., 2012. Corporate brand management imperatives: Custodianship, credibility and calibration. California Management Review, 54(3), 6-33.
Balmer, J.M.T. y Soenen, G.B., 1999. The ACID test of corporate identity management. Journal of Marketing Management, 15(1-3), 69-92.
Balmer, J.M.T. y Greyser, S.A., 2003. Revealing the corporation: Perspectives on identity, image, reputation, corporate branding, and corporate-level-marketing. London: Routledge.
Balmer, J.M.T. y Greyser, S.A., 2006. Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7/8), 730-741.
Balmer, J.M.T.; Stuart, H. y Greyser, S.A., 2005. Aligning identity and strategy: Corporate branding at British Airways in the late 20th century. California Management Review, 51(3), 6-23.
Barnett, M.L.; Jermier, J.M. y Lafferty, B.A., 2006. Corporate reputation: The definitional landscape. Corporate Reputation Review, 9(1), 26-38.
Bigné, E. y Currás, R., 2008. ¿Influye la imagen de responsabilidad social en la intención de compra? El papel de la identificación del consumidor con la empresa. Universia Business Review, 19, 10-23.
Birkigt, K. y Stadler, M.M., 1986. Corporate identity, grundlagen, funktionen und beispielen. Ed. Landsberg an Lech: Moderne Industrie.
Blombäck, A. y Brunninge, O., 2009. Corporate identity manifested through historical references. Corporate Communications, 14(4), 404-419.
Bromley, D.B., 2001. Relationships between personal and corporate reputation. European Journal of Marketing, 35(3/4), 316-334.
Brown, T.J., 1998. Corporate associations in marketing: Antecedents and consequences. Corporate Reputation Review, 1(3), 215-233.
Brown, T.J. y Dacin, P.A., 1997. The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84.
Christensen, L.T. y Askegaard, S., 2001. Corporate identity and corporate image revisited - A semiotic perspective. European Journal of Marketing, 35(3/4), 292-315.
Chun, R., 2005. Corporate reputation: Meaning and measurement. International Journal of Management Reviews, 7(2), 91-109.
Cornelissen, J.P. y Elving, W.J.L., 2003. Managing corporate identity: An integrative framework of dimensions and determinants. Corporate Communications, 8(2), 114-121.
Cornelissen, J.P.; Haslam, S.A. y Balmer, J.M.T., 2007. Social identity, organizational identity and corporate identity: Towards an integrated understanding of processes, patternings and products. British Journal of Management, 18, S1-S16.
Currás, R., 2010. Identidad e imagen corporativas: revisión conceptual e interrelación. Teoría y Praxis, 7, 9-34.
de Chernatony, L. y Harris, F., 2000. Developing corporate brands through considering internal and external stakeholders. Corporate Reputation Review, 3(3), 268-274.
de Chernatony, L. y Dall’Olmo, F., 1998. Modelling the components of the brand. European Journal of Marketing, 32(11/12), 1074-1090.
Deephouse, D.L., 2000. Media reputation as a strategic resource: An integration of mass communication and resource-based theories. Journal of Management, 26(6), 1091-1112.
Dhalla, R., 2007. The construction of organizational identity: Key contributing external and intraorganizational factors. Corporate Reputation Review, 10(4), 245-260.
Dutton, J.E. y Dukerich, J.M., 1991. Keeping an eye on the mirror: Image and identity in organizational adaptation. Academy of Management Journal, 34(3), 517-554.
Dutton, J.E.; Dukerich, J.M y Harquail, C.V., 1994. Organizational images and member identification. Administrative Science Quarterly, 39(2), 239-263.
Etzioni, A., 1988. The moral dimension: Towards a new economics. Nueva York: The Free Press.
Fombrun, C.J., 1996. Reputation: Realizing value from the corporate image. Boston: Harvard Business School Press.
Fombrun, C.J.; Gardberg, N.A. y Barnett, M.L., 2000. Opportunity platforms and safety nets: Corporate citizenship and reputational risk. Business and Society Review, 105(1), 85-106.
Fombrun, C.J. y Shanley, M., 1990. What’s in a name? reputation building and corporate strategy. Academy of Management Journal, 33(2), 233-256.
Fombrun, C.J. y van Riel, C.B.M., 1997. The reputational landscape. Corporate Reputation Review, 1(1), 5-13.
Fombrun, C.J. y van Riel, C.B.M., 2004. Fame and Fortune. Upper Saddle River, NJ: Prentice-Hall.
Gioia, D.A.; Thomas, J.B.; Clark, S.M. y Chittipeddi, K., 1994. Symbolism and strategic change in Academia: The dynamics of sensemaking and influence. Organization Science, 363-383.
Gioia, D.A.; Schultz, M. y Corley, K.G., 2000. Organizational identity, image, and adaptive instability. The Academy of Management Review, 25(1), 63-81.
Gotsi, M. y Wilson, A., 2001. Corporate reputation management: “living the brand”. Management Decision, 39(2), 99-104.
Harris, F. y de Chernatony, L., 2001. Corporate branding and corporate brand performance. European Journal of Marketing, 35(3/4), 441-456.
Hatch, M.J. y Schultz, M., 1997. Relations between organizational culture, identity and image. European Journal of Marketing, 31(5/6), 356-365.
He, H. y Balmer, J.M.T., 2005. The saliency and significance of generic identity: An explanatory study of UK building societies. The International Journal of Bank Marketing, 23(4/5), 334-348.
He, H. y Balmer, J.M.T., 2007. Identity studies: Multiple perspectives and implications for corporatelevel marketing. European Journal of Marketing, 41(7/8), 765-785.
Herbig, P. y Milewicz, J., 1995. The relationship of reputation and credibility to brand success. The Journal of Consumer Marketing, 12(4), 5-10.
Hildebrand, D.; Sen, S. y Bhattacharya, C.B., 2011. Corporate social responsibility: A corporate marketing perspective. European Journal of Marketing, 45(9/10), 1353-1364.
Holtzhausen, L. y Fourie, L., 2008. Communicating to a diverse workforce: Employees’ perceptions of symbolic corporate identity elements. Corporate Communications, 13(1), 80-94.
Ingenhoff, D. y Fuhrer, T., 2010. Positioning and differentiation by using brand personality attributes. Corporate Communications, 15(1), 83-101.
Karaosmanoglu, E. y Melewar, T.C., 2006. Corporate communications, identity and image: A research agenda. Journal of Brand Management, 14(1/2), 196-206.
Mahon, J.F., 2002. Corporate reputation. Business & Society, 41(4), 415-445.
Margulies, W.P., 1977. Make the most of your corporate identity. Harvard Business Review, 55(4), 66-74.
Martineau, P., 1958. The personality of the retail store. Harvard Business Review, 36(1), 47-55.
Martínez, I. y Olmedo, I., 2010. Revisión teórica de la reputación en el entorno empresarial. Cuadernos de Economía y Dirección de la Empresa, 44, 59-77.
Melewar, T.C. y Jenkins, E., 2002. Defining the corporate identity construct. Corporate Reputation Review, 5(1), 76-90.
Melewar, T.C. y Karaosmanoglu, E., 2006. Seven dimensions of corporate identity. European Journal of Marketing, 40(7/8), 846-869.
Melewar, T.C.; Bassett, K. y Simões, C., 2006. The role of communication and visual identity in modern organisations. Corporate Communications, 11(2), 138-147.
Otubanjo, B.O. y Melewar, T.C., 2007. Understanding the meaning of corporate identity: A conceptual and semiological approach. Corporate Communications, 12(4), 414-432.
Post, J.E. y Griffin, J.J., 1997. Part VII: Managing reputation: Pursuing everyday excellence: Corporate reputation and external affairs management. Corporate Reputation Review, .1(2), 165-171.
Powell, S.M., 2011. The nexus between ethical corporate marketing, ethical corporate identity and corporate social responsibility: An internal organizational perspective. European Journal of Marketing, 45(9/10), 1365-1379.
Powell, S.; Elving, W.J.L.; Dodd, C. y Sloan, J., 2009. Explicating ethical corporate identity in the financial sector. Corporate Communications, 14(4), 440-455.
Price, K.N.; Gioia, D.A. y Corley, K.G., 2008. Reconciling scattered images. Journal of Management Inquiry, 17(3), 173-185.
Rindova, V.P., 1997. The image cascade and the formation of corporate reputations. Corporate Reputation Review, 1(1/2), 188-194.
Rindova, V.P. y Fombrun, C.J., 1998. The eye of the beholder: The role of corporate reputation in defining organizational identity. Identity in organizations: Building theory through conversations, 62, 66.
Schmitt, B.H.; Simonson, A. y Marcus, J., 1995. Managing corporate image and identity. Long Range Planning, 28(5), 82-92.
Selame, E. y Selame, J., 1975. Developing a corporate identity: How to stand out in the crowd. Nueva York: John Wiley & Sons.
Sen, S. y Bhattacharya, C.B., 2001. Does doing good always lead to doing better? consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.
Souiden, N.; Kassim, N.M. y Hong, H., 2006. The effect of corporate branding dimensions on consumers’ product evaluation: A cross-cultural analysis. European Journal of Marketing, 40(7/8), 825-845.
Surroca, J.; Tribó, J.A. y Waddock, S., 2010. Corporate Responsibility and financial performance: The role of intangible resources. Strategic Management Journal, 31, 463-490.
Topalian, A., 1984. Corporate identity: Beyond the visual overstatements. International Journal of Advertising, 3(1), 55-62.
Van Riel, C.B.M., 1995. Principles of corporate communication. Hemel Hempstead: McGraw-Hill.
Van Riel, C.B.M. y Balmer, J.M.T., 1997. Corporate identity: The concept, its measurement and management. European Journal of Marketing, 31(5/6), 340-355.
Van Riel, C.B.M. y Fombrun, C.J., 2007. Essentials of corporate communication. Nueva York: Routledge.
Waddock, S., 2000. The multiple bottom lines of corporate citizenship: Social investing, reputation, and responsibility audits. Business and Society Review, 105(3), 323-345.
Walker, K., 2010. A systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate Reputation Review, 12(4), 357-387.
Wartick, S.L., 2002. Measuring corporate reputation: Definition and data. Business and Society, 41(4), 371-392.
Weigelt, K. y Camerer, C., 1988. Reputation and corporate strategy: A review of recent theory and applications. Strategic Management Journal, 9(5), 443-454.
Whetten, D.A., 2006. Albert and Whetten revisited: Strengthening the concept of organizational identity. Journal of Management Inquiry, 15(3), 219-234.
Zarebska, A., 2010. Practical problems of managing corporate identity of capital structures in Poland. The International Business & Economics Research Journal, 9(1), 9-15.
Albert, S. y Whetten, D.A., 1985. Organizational identity. Research in Organizational Behavior, 7, 263-295.
Alessandri, S.W., 2001. Modeling corporate identity: A concept explication and theoretical explanation. Corporate Communications, 6(4), 173-182.
Alessandri, S.W. y Alessandri, T., 2004. Promoting and protecting corporate identity: The importance of organizational and industry context. Corporate Reputation Review, 7(3), 252-268.
Anisimova, T., 2010. Corporate brand: The company-customer misalignment and its performance implications. Journal of Brand Management, 17(7), 488-503.
Arendt, S. y Brettel, M., 2010. Understanding the influence of corporate social responsibility on corporate identity, image, and firm performance. Management Decision, 48(10), 1469-1492.
Balmer, J.M.T., 1998. Corporate identity and the advent of corporate marketing. Journal of Marketing Management, 14(8), 963-996.
Balmer, J.M.T., 2001a. Corporate identity, corporate branding and corporate marketing – seeing through the fog. European Journal of Marketing, 35(3/4), 248-291.
Balmer, J.M.T., 2001b. From the Pentagon: A new identity framework. Corporate Reputation Review, 4(1), 11-22.
Balmer, J.M.T., 2002. Of identities lost and found. International Studies of Management and Organization, 32(3), 10-27.
Balmer, J.M.T., 2008. Identity based views of the corporation. European Journal of Marketing, 42(9/10), 879-906.
Balmer, J.M.T., 2012. Corporate brand management imperatives: Custodianship, credibility and calibration. California Management Review, 54(3), 6-33.
Balmer, J.M.T. y Soenen, G.B., 1999. The ACID test of corporate identity management. Journal of Marketing Management, 15(1-3), 69-92.
Balmer, J.M.T. y Greyser, S.A., 2003. Revealing the corporation: Perspectives on identity, image, reputation, corporate branding, and corporate-level-marketing. London: Routledge.
Balmer, J.M.T. y Greyser, S.A., 2006. Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7/8), 730-741.
Balmer, J.M.T.; Stuart, H. y Greyser, S.A., 2005. Aligning identity and strategy: Corporate branding at British Airways in the late 20th century. California Management Review, 51(3), 6-23.
Barnett, M.L.; Jermier, J.M. y Lafferty, B.A., 2006. Corporate reputation: The definitional landscape. Corporate Reputation Review, 9(1), 26-38.
Bigné, E. y Currás, R., 2008. ¿Influye la imagen de responsabilidad social en la intención de compra? El papel de la identificación del consumidor con la empresa. Universia Business Review, 19, 10-23.
Birkigt, K. y Stadler, M.M., 1986. Corporate identity, grundlagen, funktionen und beispielen. Ed. Landsberg an Lech: Moderne Industrie.
Blombäck, A. y Brunninge, O., 2009. Corporate identity manifested through historical references. Corporate Communications, 14(4), 404-419.
Bromley, D.B., 2001. Relationships between personal and corporate reputation. European Journal of Marketing, 35(3/4), 316-334.
Brown, T.J., 1998. Corporate associations in marketing: Antecedents and consequences. Corporate Reputation Review, 1(3), 215-233.
Brown, T.J. y Dacin, P.A., 1997. The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84.
Christensen, L.T. y Askegaard, S., 2001. Corporate identity and corporate image revisited - A semiotic perspective. European Journal of Marketing, 35(3/4), 292-315.
Chun, R., 2005. Corporate reputation: Meaning and measurement. International Journal of Management Reviews, 7(2), 91-109.
Cornelissen, J.P. y Elving, W.J.L., 2003. Managing corporate identity: An integrative framework of dimensions and determinants. Corporate Communications, 8(2), 114-121.
Cornelissen, J.P.; Haslam, S.A. y Balmer, J.M.T., 2007. Social identity, organizational identity and corporate identity: Towards an integrated understanding of processes, patternings and products. British Journal of Management, 18, S1-S16.
Currás, R., 2010. Identidad e imagen corporativas: revisión conceptual e interrelación. Teoría y Praxis, 7, 9-34.
de Chernatony, L. y Harris, F., 2000. Developing corporate brands through considering internal and external stakeholders. Corporate Reputation Review, 3(3), 268-274.
de Chernatony, L. y Dall’Olmo, F., 1998. Modelling the components of the brand. European Journal of Marketing, 32(11/12), 1074-1090.
Deephouse, D.L., 2000. Media reputation as a strategic resource: An integration of mass communication and resource-based theories. Journal of Management, 26(6), 1091-1112.
Dhalla, R., 2007. The construction of organizational identity: Key contributing external and intraorganizational factors. Corporate Reputation Review, 10(4), 245-260.
Dutton, J.E. y Dukerich, J.M., 1991. Keeping an eye on the mirror: Image and identity in organizational adaptation. Academy of Management Journal, 34(3), 517-554.
Dutton, J.E.; Dukerich, J.M y Harquail, C.V., 1994. Organizational images and member identification. Administrative Science Quarterly, 39(2), 239-263.
Etzioni, A., 1988. The moral dimension: Towards a new economics. Nueva York: The Free Press.
Fombrun, C.J., 1996. Reputation: Realizing value from the corporate image. Boston: Harvard Business School Press.
Fombrun, C.J.; Gardberg, N.A. y Barnett, M.L., 2000. Opportunity platforms and safety nets: Corporate citizenship and reputational risk. Business and Society Review, 105(1), 85-106.
Fombrun, C.J. y Shanley, M., 1990. What’s in a name? reputation building and corporate strategy. Academy of Management Journal, 33(2), 233-256.
Fombrun, C.J. y van Riel, C.B.M., 1997. The reputational landscape. Corporate Reputation Review, 1(1), 5-13.
Fombrun, C.J. y van Riel, C.B.M., 2004. Fame and Fortune. Upper Saddle River, NJ: Prentice-Hall.
Gioia, D.A.; Thomas, J.B.; Clark, S.M. y Chittipeddi, K., 1994. Symbolism and strategic change in Academia: The dynamics of sensemaking and influence. Organization Science, 363-383.
Gioia, D.A.; Schultz, M. y Corley, K.G., 2000. Organizational identity, image, and adaptive instability. The Academy of Management Review, 25(1), 63-81.
Gotsi, M. y Wilson, A., 2001. Corporate reputation management: “living the brand”. Management Decision, 39(2), 99-104.
Harris, F. y de Chernatony, L., 2001. Corporate branding and corporate brand performance. European Journal of Marketing, 35(3/4), 441-456.
Hatch, M.J. y Schultz, M., 1997. Relations between organizational culture, identity and image. European Journal of Marketing, 31(5/6), 356-365.
He, H. y Balmer, J.M.T., 2005. The saliency and significance of generic identity: An explanatory study of UK building societies. The International Journal of Bank Marketing, 23(4/5), 334-348.
He, H. y Balmer, J.M.T., 2007. Identity studies: Multiple perspectives and implications for corporatelevel marketing. European Journal of Marketing, 41(7/8), 765-785.
Herbig, P. y Milewicz, J., 1995. The relationship of reputation and credibility to brand success. The Journal of Consumer Marketing, 12(4), 5-10.
Hildebrand, D.; Sen, S. y Bhattacharya, C.B., 2011. Corporate social responsibility: A corporate marketing perspective. European Journal of Marketing, 45(9/10), 1353-1364.
Holtzhausen, L. y Fourie, L., 2008. Communicating to a diverse workforce: Employees’ perceptions of symbolic corporate identity elements. Corporate Communications, 13(1), 80-94.
Ingenhoff, D. y Fuhrer, T., 2010. Positioning and differentiation by using brand personality attributes. Corporate Communications, 15(1), 83-101.
Karaosmanoglu, E. y Melewar, T.C., 2006. Corporate communications, identity and image: A research agenda. Journal of Brand Management, 14(1/2), 196-206.
Mahon, J.F., 2002. Corporate reputation. Business & Society, 41(4), 415-445.
Margulies, W.P., 1977. Make the most of your corporate identity. Harvard Business Review, 55(4), 66-74.
Martineau, P., 1958. The personality of the retail store. Harvard Business Review, 36(1), 47-55.
Martínez, I. y Olmedo, I., 2010. Revisión teórica de la reputación en el entorno empresarial. Cuadernos de Economía y Dirección de la Empresa, 44, 59-77.
Melewar, T.C. y Jenkins, E., 2002. Defining the corporate identity construct. Corporate Reputation Review, 5(1), 76-90.
Melewar, T.C. y Karaosmanoglu, E., 2006. Seven dimensions of corporate identity. European Journal of Marketing, 40(7/8), 846-869.
Melewar, T.C.; Bassett, K. y Simões, C., 2006. The role of communication and visual identity in modern organisations. Corporate Communications, 11(2), 138-147.
Otubanjo, B.O. y Melewar, T.C., 2007. Understanding the meaning of corporate identity: A conceptual and semiological approach. Corporate Communications, 12(4), 414-432.
Post, J.E. y Griffin, J.J., 1997. Part VII: Managing reputation: Pursuing everyday excellence: Corporate reputation and external affairs management. Corporate Reputation Review, .1(2), 165-171.
Powell, S.M., 2011. The nexus between ethical corporate marketing, ethical corporate identity and corporate social responsibility: An internal organizational perspective. European Journal of Marketing, 45(9/10), 1365-1379.
Powell, S.; Elving, W.J.L.; Dodd, C. y Sloan, J., 2009. Explicating ethical corporate identity in the financial sector. Corporate Communications, 14(4), 440-455.
Price, K.N.; Gioia, D.A. y Corley, K.G., 2008. Reconciling scattered images. Journal of Management Inquiry, 17(3), 173-185.
Rindova, V.P., 1997. The image cascade and the formation of corporate reputations. Corporate Reputation Review, 1(1/2), 188-194.
Rindova, V.P. y Fombrun, C.J., 1998. The eye of the beholder: The role of corporate reputation in defining organizational identity. Identity in organizations: Building theory through conversations, 62, 66.
Schmitt, B.H.; Simonson, A. y Marcus, J., 1995. Managing corporate image and identity. Long Range Planning, 28(5), 82-92.
Selame, E. y Selame, J., 1975. Developing a corporate identity: How to stand out in the crowd. Nueva York: John Wiley & Sons.
Sen, S. y Bhattacharya, C.B., 2001. Does doing good always lead to doing better? consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.
Souiden, N.; Kassim, N.M. y Hong, H., 2006. The effect of corporate branding dimensions on consumers’ product evaluation: A cross-cultural analysis. European Journal of Marketing, 40(7/8), 825-845.
Surroca, J.; Tribó, J.A. y Waddock, S., 2010. Corporate Responsibility and financial performance: The role of intangible resources. Strategic Management Journal, 31, 463-490.
Topalian, A., 1984. Corporate identity: Beyond the visual overstatements. International Journal of Advertising, 3(1), 55-62.
Van Riel, C.B.M., 1995. Principles of corporate communication. Hemel Hempstead: McGraw-Hill.
Van Riel, C.B.M. y Balmer, J.M.T., 1997. Corporate identity: The concept, its measurement and management. European Journal of Marketing, 31(5/6), 340-355.
Van Riel, C.B.M. y Fombrun, C.J., 2007. Essentials of corporate communication. Nueva York: Routledge.
Waddock, S., 2000. The multiple bottom lines of corporate citizenship: Social investing, reputation, and responsibility audits. Business and Society Review, 105(3), 323-345.
Walker, K., 2010. A systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate Reputation Review, 12(4), 357-387.
Wartick, S.L., 2002. Measuring corporate reputation: Definition and data. Business and Society, 41(4), 371-392.
Weigelt, K. y Camerer, C., 1988. Reputation and corporate strategy: A review of recent theory and applications. Strategic Management Journal, 9(5), 443-454.
Whetten, D.A., 2006. Albert and Whetten revisited: Strengthening the concept of organizational identity. Journal of Management Inquiry, 15(3), 219-234.
Zarebska, A., 2010. Practical problems of managing corporate identity of capital structures in Poland. The International Business & Economics Research Journal, 9(1), 9-15.
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