Bibliographic citations
Rodriguez, K., Yupanqui, L. (2020). El enfoque central de la comunicación integral en la creación de la imagen corporativa en el sector de comidas rápidas. Una revisión sistemática entre los años 2009 -2019 [Trabajo de investigación, Universidad Privada del Norte]. https://hdl.handle.net/11537/26141
Rodriguez, K., Yupanqui, L. El enfoque central de la comunicación integral en la creación de la imagen corporativa en el sector de comidas rápidas. Una revisión sistemática entre los años 2009 -2019 [Trabajo de investigación]. PE: Universidad Privada del Norte; 2020. https://hdl.handle.net/11537/26141
@misc{renati/1691825,
title = "El enfoque central de la comunicación integral en la creación de la imagen corporativa en el sector de comidas rápidas. Una revisión sistemática entre los años 2009 -2019",
author = "Yupanqui Reyes, Lidia Fiorella",
publisher = "Universidad Privada del Norte",
year = "2020"
}
This systematic review was conducted with the aim of using comprehensive communication as a tool to influence the creation of the corporate image in the fast food sector. To arrive at the results, a matrix was used for the search and selection of scientific articles, mainly in the search engines of Google Academic, Redalyc and Scielo, Dialnet, among others; later the information was selected in direct relation to the variables, answering the research question, which is How does integral communication influence the creation of the corporate image in the fast food sector? The results achieved reflect that in order to consolidate the corporate image of a company, it is necessary to identify and define the communicative strategies aligned with the message to be transmitted, giving it an added value and innovating in the processes, in this way it shows a differentiation with the competition and in the market. Also, it is confirmed that the combination of marketing and social networks, are a great impact on the company's communication with customers, generating a better relationship of the brand with the market in the search for a greater number of customers and sponsorships, in addition, important data is to seek quality certification in the development processes.
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