Resumen

RAMOS FARRONAN, Emma Verónica  y  VALLE PALOMINO, Nicolás. Corporate image management as a sustainability strategy: path to business change. Universidad y Sociedad [online]. 2020, vol.12, n.1, pp.292-298.  Epub 02-Feb-2020. ISSN 2218-3620.

At present, the need of companies to generate value and to be competitive is growing. It is necessary to have a solid corporate image that allows generating a favorable link and at the same time, is definitive at the time of the purchase choice. The corporate image is considered as the set of beliefs, attitudes and perceptions that external clients have about a company or brand, and determines the way in which that public interprets the set of signals from products, services and communications, issued by the brand. This research is intended to support the management of the corporate image as a sustainability strategy in the fuel trading company. Based on the qualitative method and applying techniques such as the questionnaire, it is concluded that there is a need for the business sector to support the management of the corporate image as a strategy to achieve sustainability. Focusing all the actions of the company in strengthening, the brand image, by offering a differentiated product offering unforgettable experiences to position ourselves in our mind which increases the loyalty of consumers.

Palabras clave : Competitive; strategy; management; sustainability image.

        · resumen en Español     · texto en Español     · Español ( pdf )