Resumo

MOL MARCO, DIÓGENES D.. Identity and Image in Justo Villafañe. Signo pensam. [online]. 2010, vol.29, n.57, pp. 506-519. ISSN 0120-4823.

After reading the first two chapters of Justo Villafane's book Imagen positiva, we asked ourselves several questions concerning the possible equivalence between the notion of identity and the following three variables: behavior, culture, and corporate personality; the functional, organizational, and intentional images put forward by the author; and the author's presentation of corporate image as a gestalt synthesis of sorts. With the previous questions in mind, we went once more through the Spanish professor's sketch of the relationship between identity and corporate image.

Palavras-chave : corporate behavior; Gestalt; corporate identity; corporate image; Corporative Behavior; Corporative Culture; Corporative Image.