How should companies communicate their brand purpose? Investigating the articulation between `brand do and `brand say: the case of Tvh

Detalhes bibliográficos
Autor(a) principal: Lardillat, Armance Inès
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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spelling 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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dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv 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
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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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