Resumo

HORMAZABAL, Constanza. Comunicación e imagen en crisis: análisis de empresas de telecomunicaciones en Chile tras el 27F de 2010. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2012, n.40, pp.65-78. ISSN 1853-3523.

Crises usually arrive without previous warning, still more when they are associate to natural disasters, which intensifies the impact that they generate in many industries of a country. The present article exposes the fact that lived the mobile communications companies from the earthquake of the February 27th 2010, in Chile, tragedy that put in evidence the superiority of the sector in situations of national emergency, the necessity of contingency plans product of the growth of this sector and how it affected in the reputation of the companies that today operate in the country, leaving in evidence the necessity of construction of bonds with stakeholders who allow to be the defending allies of the brands in this industry.

Palavras-chave : Brand image; Corporate identity; Corporate image; Corporate reputation; Corporate social responsibility; Crisis management.

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