Autores
Tom J Brown, Peter A Dacin, Michael G Pratt, David A Whetten
Fecha de publicación
2006/4
Revista
Journal of the academy of marketing science
Volumen
34
Número
2
Páginas
99-106
Editor
Sage Publications
Descripción
Many scholars across various academic disciplines are investigating the following questions: What do individuals know or believe about an organization? How does a focal organization (and/or other interested entity) develop, use, and/or change this information? and How do individuals respond to what they know or believe about an organization? Cross-disciplinary research that centers on these questions is desirable and could be enhanced if researchers identify and develop consistent terminology for framing these questions. The authors work toward that end by identifying four central “viewpoints” of an organization and proposing labels to represent each of these viewpoints: identity, intended image, construed image, and reputation.
Citas totales
Artículos de Google Académico
TJ Brown, PA Dacin, MG Pratt, DA Whetten - Journal of the academy of marketing science, 2006
