English - Español
Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 15, July-December 2012


Jaime Alberto Orozco Toro Universidad Pontificia Bolivariana Omar Muñoz Sánchez Universidad de Santiago de Compostela
Title Between Reason and Emotion. Building image and reputation in consumer minds Summary This article analyzes how firms build image and reputation in the minds of its stakeholders, from strategic communication processes. Due to persistent problems in identifying the differences between identity, image and reputation, a literature study is performed to elucidate these differences of opinion, and later identify how different audiences perceive business communication and how these perceptions are processed in the brains of consumers. It also explores the structure of thought of the stakeholders and how to build the connection between image-reputation-consumer. Keywords Image, reputation, perception, thought, brand


doi: https://doi.org/10.31921/doxacom.n15a7


See statistics for this article

CEU Ediciones

Information and contact: