Communication of the Cooperative Identity focused on Social Responsibility. Beyond Commercial Advertising
Based on a case study that is supported on the inferential statistics of a leading Colombian cooperative, a proposal is made for the analysis of correspondence between image and corporate identity, and the communication´s impact on the perception of its associates and employees. It is particularly n...
| Autor: | |
|---|---|
| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2017 |
| País: | Ecuador |
| Institución: | Revista CHASQUI |
| Repositorio: | Revista CHASQUI |
| Idioma: | español |
| OAI Identifier: | oai:ojs.www.ciespal.org:article/3070 |
| Acceso en línea: | https://revistachasqui.org/index.php/chasqui/article/view/3070 |
| Access Level: | acceso abierto |
| Palabra clave: | strategic communication cooperativism image perception comunicación estratégica cooperativismo imagen percepción Comunicación comunicação estratégica imagem percepção |
| Sumario: | Based on a case study that is supported on the inferential statistics of a leading Colombian cooperative, a proposal is made for the analysis of correspondence between image and corporate identity, and the communication´s impact on the perception of its associates and employees. It is particularly noted that the associates have a very favorable image of the institution, but a high lack of knowledge of their identity. On the contrary, in the employees there is correspondence between the recognition of a favorable image of the company and the identity of the same thanks to a greater focus towards corporate communication. |
|---|