Pregled bibliografske jedinice broj: 971343
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 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: Ekonomski fakultet Sveučilišta u Zagrebu, 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 : Ekonomski fakultet Sveučilišta u Zagrebu, 2018, 205-226
ISBN
978-953-246070-3
Skup
Trade Perspectives 2018: Contemporary Aspects and Role of International Trade
Mjesto i datum
Zagreb, Hrvatska, 28.11.2018. - 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
