Analysis of the relationship between corporate identity, image and reputation of the company

For a long time, corporate identity, corporate image and corporate reputation have been studied from a number of academic perspectives, due to their intangibility and their significant role in gaining an organization's competitive advantages. Recent business circumstances (for example, the econ...

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Main Authors: Vuković Milovan V., Vuković Aleksandra A., Mladenović-Ranisavljević Ivana I., Urošević Snežana M.
Format: Article
Language:English
Published: Savez inženjera i tehničara Srbije 2021-01-01
Series:Tehnika
Subjects:
Online Access:https://scindeks-clanci.ceon.rs/data/pdf/0040-2176/2021/0040-21762104499V.pdf
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author Vuković Milovan V.
Vuković Aleksandra A.
Mladenović-Ranisavljević Ivana I.
Urošević Snežana M.
author_facet Vuković Milovan V.
Vuković Aleksandra A.
Mladenović-Ranisavljević Ivana I.
Urošević Snežana M.
author_sort Vuković Milovan V.
collection DOAJ
description For a long time, corporate identity, corporate image and corporate reputation have been studied from a number of academic perspectives, due to their intangibility and their significant role in gaining an organization's competitive advantages. Recent business circumstances (for example, the economic downturn due to the Covid-19 pandemy) bring new challenges for companies and their long-term survival. The aim of this paper is to review the constructs of corporate identity, corporate image and corporate reputation, and, thus, to remove or reduce the misunderstanding of the three constructs in the relevant literature. After a thorough theoretical review, some influential conceptual models were examined, pointing out the role of communication in the whole process of corporate marketing.
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spelling doaj.art-7c1540ba5cb248c180a00f422c1976d12022-12-21T21:32:26ZengSavez inženjera i tehničara SrbijeTehnika0040-21762560-30862021-01-0176449950510.5937/tehnika2104499V0040-21762104499VAnalysis of the relationship between corporate identity, image and reputation of the companyVuković Milovan V.0https://orcid.org/0000-0003-1715-1078Vuković Aleksandra A.1Mladenović-Ranisavljević Ivana I.2https://orcid.org/0000-0002-8269-4100Urošević Snežana M.3https://orcid.org/0000-0002-6647-0449Univerzitet u Beogradu, Tehnički fakultet u Boru, Bor, SerbiaAkademija tehničko-umetničkih strukovnih studija, Visoka železnička škola, Beograd, SerbiaUniverzitet u Nišu, Tehnološki fakultet, Leskovac, SerbiaUniverzitet u Beogradu, Tehnički fakultet u Boru, Bor, SerbiaFor a long time, corporate identity, corporate image and corporate reputation have been studied from a number of academic perspectives, due to their intangibility and their significant role in gaining an organization's competitive advantages. Recent business circumstances (for example, the economic downturn due to the Covid-19 pandemy) bring new challenges for companies and their long-term survival. The aim of this paper is to review the constructs of corporate identity, corporate image and corporate reputation, and, thus, to remove or reduce the misunderstanding of the three constructs in the relevant literature. After a thorough theoretical review, some influential conceptual models were examined, pointing out the role of communication in the whole process of corporate marketing.https://scindeks-clanci.ceon.rs/data/pdf/0040-2176/2021/0040-21762104499V.pdfcorporate identitycorporate imagecorporate reputationcommunicationcorporate marketing
spellingShingle Vuković Milovan V.
Vuković Aleksandra A.
Mladenović-Ranisavljević Ivana I.
Urošević Snežana M.
Analysis of the relationship between corporate identity, image and reputation of the company
Tehnika
corporate identity
corporate image
corporate reputation
communication
corporate marketing
title Analysis of the relationship between corporate identity, image and reputation of the company
title_full Analysis of the relationship between corporate identity, image and reputation of the company
title_fullStr Analysis of the relationship between corporate identity, image and reputation of the company
title_full_unstemmed Analysis of the relationship between corporate identity, image and reputation of the company
title_short Analysis of the relationship between corporate identity, image and reputation of the company
title_sort analysis of the relationship between corporate identity image and reputation of the company
topic corporate identity
corporate image
corporate reputation
communication
corporate marketing
url https://scindeks-clanci.ceon.rs/data/pdf/0040-2176/2021/0040-21762104499V.pdf
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