<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1317-0570</journal-id>
<journal-title><![CDATA[Telos]]></journal-title>
<abbrev-journal-title><![CDATA[Telos]]></abbrev-journal-title>
<issn>1317-0570</issn>
<publisher>
<publisher-name><![CDATA[Universidad Dr. Rafael Belloso Chacín]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1317-05702025000200389</article-id>
<article-id pub-id-type="doi">10.36390/telos272.01</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[IDENTIDAD CORPORATIVA DE LA INDUSTRIA PETROQUÍMICA DE VENEZUELA. UNA VISIÓN DESDE SUS EMPLEADOS]]></article-title>
<article-title xml:lang="en"><![CDATA[The corporate identity of the Venezuelan petrochemical industry. A view from your employees]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Nieves]]></surname>
<given-names><![CDATA[Emily]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Páez Moreno]]></surname>
<given-names><![CDATA[Ángel Emiro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez]]></surname>
<given-names><![CDATA[Mariangélica]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Rafael Belloso Chacín  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Venezuela</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Boyacá  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Rafael Belloso Chacín  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Venezuela</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<volume>27</volume>
<numero>2</numero>
<fpage>389</fpage>
<lpage>413</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_arttext&amp;pid=S1317-05702025000200389&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_abstract&amp;pid=S1317-05702025000200389&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_pdf&amp;pid=S1317-05702025000200389&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El objetivo de esta investigación es analizar la identidad corporativa de la Industria Petroquímica de Venezuela (PEQUIVEN). El diseño de la investigación se tipificó como transeccional y la población estuvo conformada por toda la nómina fija de la Corporación, constituida por analistas, supervisores, superintendentes y gerentes de línea. Se calculó una muestra, con un nivel de confianza (Z): 95%, Z&#8776; 1.96, así como un valor p= 0.5 y un margen de error del 5% y una población de 4690 empleados. El resultado, al sustituir los valores respectivos, dio lugar a un total de 385 empleados. Si bien en la investigación se tenía una muestra poblacional calculada de 385 sujetos, aún y cuando se realizaron los tres recordatorios vía correo electrónico interno, se logró obtener respuestas de 231 personas. Este escenario planteó la necesidad de calcular y analizar la tasa de retorno para entender mejor el alcance y las limitaciones de la investigación; la tasa de retorno (o tasa de respuesta) fue 60.0%; aunque no se alcanzó la muestra completa de 385 sujetos, una tasa de retorno del 60.0% es razonable y se considera aceptable en muchos estudios sociales y de marketing. El análisis de estos elementos y su contribución a la percepción general de la empresa permitió concluir que los elementos visuales, como el logotipo y los colores corporativos, juegan un papel crucial en la primera impresión que se tiene de la compañía. Por otro lado, los elementos verbales, incluyendo el tono y el estilo de comunicación, ayudan a definir la voz de la empresa, y los elementos conductuales, que abarcan las acciones y comportamientos de la organización, refuerzan la coherencia entre lo que se dice y se hace.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The objective of this research is to analyze the corporate identity of the Petrochemical industry in Venezuela. The research design was classified as cross-sectional and the population was made up of the entire fixed payroll of the Corporation, consisting of analysts, supervisors, superintendents and line managers. A sample was calculated, with a confidence level (Z): 95%, Z&#8776; 1.96, as well as a p value = 0.5 and a margin of error of 5% and a population of 4,690 employees. The result, when replacing the respective values, gave rise to a total of 385 employees. Although in the research, there was a calculated population sample of 385 subjects, even though the three reminders were made via internal email, responses were obtained from 231 people. This scenario raised the need to calculate and analyze the return rate to better understand the scope and limitations of the research; thus, the return rate (or response rate) was 60.0%; although the full sample of 385 subjects was not reached, a return rate of 60.0% is reasonable and considered acceptable in many social and marketing studies. The analysis of these elements and their contribution to the overall perception of the company allowed us to conclude that visual elements, such as the logo and corporate colors, play a crucial role in the first impression of the company. On the other hand, verbal elements, including tone and style of communication, help define the voice of the company, and behavioral elements, which encompass the actions and behaviors of the organization, reinforce the coherence between what is said and is done.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[gerencia]]></kwd>
<kwd lng="es"><![CDATA[comunicación]]></kwd>
<kwd lng="es"><![CDATA[identidad corporativa]]></kwd>
<kwd lng="es"><![CDATA[industria]]></kwd>
<kwd lng="es"><![CDATA[sector petroquímico]]></kwd>
<kwd lng="en"><![CDATA[management]]></kwd>
<kwd lng="en"><![CDATA[communication]]></kwd>
<kwd lng="en"><![CDATA[corporate identity]]></kwd>
<kwd lng="en"><![CDATA[industry]]></kwd>
<kwd lng="en"><![CDATA[petrochemical sector]]></kwd>
</kwd-group>
</article-meta>
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