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 n...
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| Formato: | article |
| Idioma: | spa |
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2017
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| Acceso en liña: | https://revistachasqui.org/index.php/chasqui/article/view/3070 |
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| author | García Villamizar, Clara Inés |
| author_facet | García Villamizar, Clara Inés |
| author_role | author |
| collection | Revista CHASQUI |
| dc.creator.none.fl_str_mv | García Villamizar, Clara Inés |
| dc.date.none.fl_str_mv | 2017-04-29 |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | https://revistachasqui.org/index.php/chasqui/article/view/3070 10.16921/chasqui.v0i134.3070 |
| dc.language.none.fl_str_mv | spa |
| dc.publisher.none.fl_str_mv | CIESPAL |
| dc.relation.none.fl_str_mv | https://revistachasqui.org/index.php/chasqui/article/view/3070/pdf |
| dc.rights.none.fl_str_mv | Derechos de autor 2017 Clara Inés García Villamizar info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | Chasqui. Revista Latinoamericana de Comunicación; Núm. 134 (2017): Publicidad y Buen Vivir; 107 - 126 Chasqui. Revista Latinoamericana de Comunicación; n. 134 (2017): Publicidad y Buen Vivir; 107 - 126 Chasqui. Revista Latinoamericana de Comunicación; N.º 134 (2017): Publicidad y Buen Vivir; 107 - 126 1390-924X 1390-1079 10.16921/chasqui.v0i134 reponame:Revista CHASQUI instname:Revista CHASQUI instacron:Revista CHASQUI |
| dc.subject.none.fl_str_mv | strategic communication cooperativism image perception comunicación estratégica cooperativismo imagen percepción Comunicación comunicação estratégica cooperativismo imagem percepção |
| dc.title.none.fl_str_mv | Communication of the Cooperative Identity focused on Social Responsibility. Beyond Commercial Advertising Comunicación de la Identidad Cooperativa centrada en la Responsabilidad Social. Más allá de la publicidad comercial Comunicação da Identidade Cooperativa centrada na Responsabilidade Social. Para além da publicidade comercial |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
| description | 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. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | REVCHASQUI_b55778602df1127ca3e0c040e2ef8d2a |
| identifier_str_mv | 10.16921/chasqui.v0i134.3070 |
| instacron_str | Revista CHASQUI |
| institution | Revista CHASQUI |
| instname_str | Revista CHASQUI |
| language | spa |
| network_acronym_str | REVCHASQUI |
| network_name_str | Revista CHASQUI |
| oai_identifier_str | oai:ojs.www.ciespal.org:article/3070 |
| publishDate | 2017 |
| publisher.none.fl_str_mv | CIESPAL |
| reponame_str | Revista CHASQUI |
| repository.mail.fl_str_mv | . |
| repository.name.fl_str_mv | Revista CHASQUI - Revista CHASQUI |
| repository_id_str | 0 |
| rights_invalid_str_mv | Derechos de autor 2017 Clara Inés García Villamizar |
| spelling | Communication of the Cooperative Identity focused on Social Responsibility. Beyond Commercial AdvertisingComunicación de la Identidad Cooperativa centrada en la Responsabilidad Social. Más allá de la publicidad comercialComunicação da Identidade Cooperativa centrada na Responsabilidade Social. Para além da publicidade comercialGarcía Villamizar, Clara Inésstrategic communicationcooperativismimageperceptioncomunicación estratégicacooperativismoimagenpercepciónComunicacióncomunicação estratégicacooperativismoimagempercepçãoBased 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.A partir de un estudio de caso, soportado en la estadística inferencial de una cooperativa líder colombiana, se propone el análisis de la correspondencia entre imagen e identidad corporativa, y la incidencia de la comunicación en la percepción de sus asociados y empleados. Se destaca particularmente que los asociados tienen una imagen muy favorable de la institución, pero un alto desconocimiento de su identidad. Por el contrario, en los empleados sí existe correspondencia entre el reconocimiento de una imagen favorable de la organización y la identidad de la misma, gracias a una mayor exposición a la comunicación corporativa.A partir de um estudo de caso em cooperativa colombiana e, com base na estatística inferencial, propomos uma análise de correspondência entre imagem e identidade corporativa, e a incidência da comunicação na percepção de seus associados e empregados. Destaca-se que, se de um lado os associados têm uma imagem bastante favorável da instituição, por outro, demonstram um alto desconhecimento a respeito de sua identidade corporativa. Entre os empregados, contudo, identificamos correspondência no âmbito do reconhecimento de uma imagem favorável da organização e a identidade empresarial, o que parece ser efeito de maior exposição à comunicação corporativa.CIESPAL2017-04-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistachasqui.org/index.php/chasqui/article/view/307010.16921/chasqui.v0i134.3070Chasqui. Revista Latinoamericana de Comunicación; Núm. 134 (2017): Publicidad y Buen Vivir; 107 - 126Chasqui. Revista Latinoamericana de Comunicación; n. 134 (2017): Publicidad y Buen Vivir; 107 - 126Chasqui. Revista Latinoamericana de Comunicación; N.º 134 (2017): Publicidad y Buen Vivir; 107 - 1261390-924X1390-107910.16921/chasqui.v0i134reponame:Revista CHASQUIinstname:Revista CHASQUIinstacron:Revista CHASQUIspahttps://revistachasqui.org/index.php/chasqui/article/view/3070/pdfDerechos de autor 2017 Clara Inés García Villamizarinfo:eu-repo/semantics/openAccess2017-10-20T21:44:47Zoai:ojs.www.ciespal.org:article/3070Portal de revistashttps://revistachasqui.org/Organismo científico-tecnológicohttps://revistachasqui.org/..Ecuador.1390-924X1390-1079opendoar:02017-10-20T21:44:47Revista CHASQUI - Revista CHASQUIfalse |
| spellingShingle | Communication of the Cooperative Identity focused on Social Responsibility. Beyond Commercial Advertising García Villamizar, Clara Inés strategic communication cooperativism image perception comunicación estratégica cooperativismo imagen percepción Comunicación comunicação estratégica cooperativismo imagem percepção |
| status_str | publishedVersion |
| title | Communication of the Cooperative Identity focused on Social Responsibility. Beyond Commercial Advertising |
| title_full | Communication of the Cooperative Identity focused on Social Responsibility. Beyond Commercial Advertising |
| title_fullStr | Communication of the Cooperative Identity focused on Social Responsibility. Beyond Commercial Advertising |
| title_full_unstemmed | Communication of the Cooperative Identity focused on Social Responsibility. Beyond Commercial Advertising |
| title_short | Communication of the Cooperative Identity focused on Social Responsibility. Beyond Commercial Advertising |
| title_sort | Communication of the Cooperative Identity focused on Social Responsibility. Beyond Commercial Advertising |
| topic | strategic communication cooperativism image perception comunicación estratégica cooperativismo imagen percepción Comunicación comunicação estratégica cooperativismo imagem percepção |
| url | https://revistachasqui.org/index.php/chasqui/article/view/3070 |