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 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.

• Yazar: García Villamizar, Clara Inés (author)
• Materyal Türü: article
• Dil: spa
• Baskı/Yayın Bilgisi: 2017
• Konular: strategic communication; cooperativism; image; perception; comunicación estratégica; cooperativismo; imagen; percepción; Comunicación; comunicação estratégica; imagem; percepção
• Online Erişim: https://revistachasqui.org/index.php/chasqui/article/view/3070