Purpose – The purpose of this article is to examine the influence of the corporate logo on the consumer’s attitude within corporate e-communication.ududDesign/methodology/approach – This research designed a model and a number of hypotheses, based on previous studies on corporate logo, its antecedents on e-communication, corporate image and corporate reputation. Online survey was conducted consumers and followers of the shopping social networking platforms (Facebook and Twitter) in from Colombia.ududFindings – Taking into account previous corporate constructs theories, the author proposes a new conceptual framework to explain how corporate e-communication interacts within an organisation’s structure, and also to show that the consumer’s interaction in corporate e-communication platforms is based on the corporate logo perception held by consumers; as a consequence, the corporate reputation is affected.ududOriginality/value – This study contributes on the understanding and expansion of the organisation’s structure by introducing a new corporate construct, named ‘corporate e-communication’, defined as the digital interaction than an organisation has with its stakeholders, it involves everything it says, shows and does. However, there are a few other areas of concern with regard to consequences related to corporate image and corporate reputation, particularly in Colombian retail setting.
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机译：目的–本文的目的是研究公司徽标在公司电子通信中对消费者态度的影响。 ud udDesign / methodology / approach –本研究在以往研究的基础上设计了一个模型和许多假设关于公司徽标，其在电子通信，公司形象和公司声誉方面的前身。在线调查是对来自哥伦比亚的购物社交网络平台（Facebook和Twitter）的消费者和追随者进行的。 ud udFindings –考虑到以前的公司构造理论，作者提出了一个新的概念框架来解释公司电子通信如何进行交互在组织的结构内，并且还表明消费者在公司电子通信平台中的互动是基于消费者持有的公司徽标的认知；因此，公司声誉受到影响。 ud ud原创性/价值–这项研究通过引入一种名为“企业电子通信”的新公司架构，定义为数字互动，为了解和扩展组织结构做出了贡献。一个组织与利益相关者有关系，它涉及到它所说的，展示的和所做的一切。但是，在与公司形象和公司声誉有关的后果方面，还有其他一些方面值得关注，特别是在哥伦比亚零售环境中。
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