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Pregled bibliografske jedinice broj: 971343

Analysis of corporate identity from the aspects of intercultural communication in the sphere of art


Jukić, Dinko; Dunković, Božica
Analysis of corporate identity from the aspects of intercultural communication in the sphere of art // Proceedings of The International Scientific Conference TRADE PERSPECTIVES 2018 - Contemporary aspects and role of international trade / Baković, T. ; Naletina, D. ; Knežević, B. (ur.).
Zagreb: Faculty of Economics and Business, University of Zagreb, 2018. str. 205-226 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)


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Naslov
Analysis of corporate identity from the aspects of intercultural communication in the sphere of art
(Analysis of corporate identity from the aspects of intercultural communication in the sphere of ar)

Autori
Jukić, Dinko ; Dunković, Božica

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of The International Scientific Conference TRADE PERSPECTIVES 2018 - Contemporary aspects and role of international trade / Baković, T. ; Naletina, D. ; Knežević, B. - Zagreb : Faculty of Economics and Business, University of Zagreb, 2018, 205-226

ISBN
978-953-246070-3

Skup
TRADE PERSPECTIVES 2018 - Contemporary aspects and role of international trade

Mjesto i datum
Zagreb, Hrvatska, 28-29.11.2018

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
brand ; identity ; culture ; ACID test ; image

Sažetak
Th e purpose of this paper is to analyze and discuss the strategic positioning of corporate marketing in segment of cultural and intercultural management. Th e paper starts with the theory of corporate marketing, contemporary theories of brand building and cultural aspects in the fi eld of art. Th e paper compares segments of culture with Balmer and Colbert’s model. Th e behavior of employees is very important element in the expression of corporate identity. Main goal is broaden our understanding corporate branding using a model C2ITE, AC4ID Test and brand personality. We describe a model for managing corporate brand, cultural prototype and cultural brand. Building a recognizable corporate identity creates a desirable perception that will attract and retain talents crucial to achieving organizational goals. At the same time, the employer’s image transmits to the public information on the quality of human resources management, the intent and desire of the corporation to maintain and increase the quality. Th e key factor in creating image in the sphere of art is the corporate identity and intercultural communication. Finally, we review corporate identity and image as key factor in building culture management.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Profili:

Avatar Url Božica Dunković (autor)

Avatar Url Dinko Jukić (autor)

Citiraj ovu publikaciju:

Jukić, Dinko; Dunković, Božica
Analysis of corporate identity from the aspects of intercultural communication in the sphere of art // Proceedings of The International Scientific Conference TRADE PERSPECTIVES 2018 - Contemporary aspects and role of international trade / Baković, T. ; Naletina, D. ; Knežević, B. (ur.).
Zagreb: Faculty of Economics and Business, University of Zagreb, 2018. str. 205-226 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
Jukić, D. & Dunković, B. (2018) Analysis of corporate identity from the aspects of intercultural communication in the sphere of art. U: Baković, T., Naletina, D. & Knežević, B. (ur.)Proceedings of The International Scientific Conference TRADE PERSPECTIVES 2018 - Contemporary aspects and role of international trade.
@article{article, year = {2018}, pages = {205-226}, keywords = {brand, identity, culture, ACID test, image}, isbn = {978-953-246070-3}, title = {Analysis of corporate identity from the aspects of intercultural communication in the sphere of art}, keyword = {brand, identity, culture, ACID test, image}, publisher = {Faculty of Economics and Business, University of Zagreb}, publisherplace = {Zagreb, Hrvatska} }
@article{article, year = {2018}, pages = {205-226}, keywords = {brand, identity, culture, ACID test, image}, isbn = {978-953-246070-3}, title = {Analysis of corporate identity from the aspects of intercultural communication in the sphere of ar}, keyword = {brand, identity, culture, ACID test, image}, publisher = {Faculty of Economics and Business, University of Zagreb}, publisherplace = {Zagreb, Hrvatska} }




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