..., Marketing boca-a-boca Tipo de artigo Comentário Given that organizational identity, image and culture are part of the brand, how are these factors operationalized and included in a brand image? How do aspects of the lived experience within the firm correspond to the brand characterization, and can...

... clarify the connection between organizational image, organizational identity and organizational reputation, and address how positive and negative brand reputation can affect an organization. Design/methodology/approach The authors use a literature review of findings with respect to topics...

...Thomaz Wood, Jr.; Miguel P. Caldas The concept of organizational identity became a subject of interest within the academic milieu in the mid‐1980s. In this paper, we propose the construct of legacy identities, those persistent identities that, first, endure over time at different levels...