How should companies communicate their brand purpose? Investigating the articulation between `brand do and `brand say: the case of Tvh
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/153479 |
Resumo: | Defining and communicating the corporate brand purpose can offer a myriad of benefits for companies. However, companies lack awareness of the topic, and research on the subject is still burgeoning. This paper aims to contribute to the research field of brand management through the case study of TVH. In particular, it examines the articulation between their purpose-related actions, or Brand Do, and their purpose-related communications, or Brand Say, to understand how companies should communicate their corporate brand purpose. |
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How should companies communicate their brand purpose? Investigating the articulation between `brand do and `brand say: the case of TvhSustainabilityBrand ManagementCorporate PurposeCEMS MIMDomínio/Área Científica::Ciências Sociais::Economia e GestãoDefining and communicating the corporate brand purpose can offer a myriad of benefits for companies. However, companies lack awareness of the topic, and research on the subject is still burgeoning. This paper aims to contribute to the research field of brand management through the case study of TVH. In particular, it examines the articulation between their purpose-related actions, or Brand Do, and their purpose-related communications, or Brand Say, to understand how companies should communicate their corporate brand purpose.Silveira, Catherine daRUNLardillat, Armance Inès2022-06-292022-06-082027-06-08T00:00:00Z2022-06-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/153479TID:203064062enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:36:02Zoai:run.unl.pt:10362/153479Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:55:18.806381Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
How should companies communicate their brand purpose? Investigating the articulation between `brand do and `brand say: the case of Tvh |
title |
How should companies communicate their brand purpose? Investigating the articulation between `brand do and `brand say: the case of Tvh |
spellingShingle |
How should companies communicate their brand purpose? Investigating the articulation between `brand do and `brand say: the case of Tvh Lardillat, Armance Inès Sustainability Brand Management Corporate Purpose CEMS MIM Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How should companies communicate their brand purpose? Investigating the articulation between `brand do and `brand say: the case of Tvh |
title_full |
How should companies communicate their brand purpose? Investigating the articulation between `brand do and `brand say: the case of Tvh |
title_fullStr |
How should companies communicate their brand purpose? Investigating the articulation between `brand do and `brand say: the case of Tvh |
title_full_unstemmed |
How should companies communicate their brand purpose? Investigating the articulation between `brand do and `brand say: the case of Tvh |
title_sort |
How should companies communicate their brand purpose? Investigating the articulation between `brand do and `brand say: the case of Tvh |
author |
Lardillat, Armance Inès |
author_facet |
Lardillat, Armance Inès |
author_role |
author |
dc.contributor.none.fl_str_mv |
Silveira, Catherine da RUN |
dc.contributor.author.fl_str_mv |
Lardillat, Armance Inès |
dc.subject.por.fl_str_mv |
Sustainability Brand Management Corporate Purpose CEMS MIM Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Sustainability Brand Management Corporate Purpose CEMS MIM Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Defining and communicating the corporate brand purpose can offer a myriad of benefits for companies. However, companies lack awareness of the topic, and research on the subject is still burgeoning. This paper aims to contribute to the research field of brand management through the case study of TVH. In particular, it examines the articulation between their purpose-related actions, or Brand Do, and their purpose-related communications, or Brand Say, to understand how companies should communicate their corporate brand purpose. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-06-29 2022-06-08 2022-06-29T00:00:00Z 2027-06-08T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/153479 TID:203064062 |
url |
http://hdl.handle.net/10362/153479 |
identifier_str_mv |
TID:203064062 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/embargoedAccess |
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embargoedAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799138140722561024 |