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Determinants of Building Image and Reputation of University Towards Its Stakeholders

Author

Listed:
  • Gołata Krzysztof

    (Poznań University of Economics and Business, Department of Economic Publicity and Public Relations, Poland)

  • Sojkin Bogdan

    (Poznań University of Economics and Business, Product Marketing Department, Poland)

Abstract

The aim of the article is describinig the role and place of image and reputation in a university and research institution in the process of competing on the education market. The article presents current views on the scope of these concepts as well as the mutual relations between the image and reputation in business entities. The fundamental importance of university relations with internal and external stakeholders in shaping both image and reputation was pointed out. The second part presents a set of image and reputation determinants in the case of a university. In addition, the role and place of the university rector was emphasized in building the image and reputation of the parent university in the light of Act 2.0.

Suggested Citation

  • Gołata Krzysztof & Sojkin Bogdan, 2020. "Determinants of Building Image and Reputation of University Towards Its Stakeholders," Marketing of Scientific and Research Organizations, Sciendo, vol. 35(1), pages 29-56, March.
  • Handle: RePEc:vrs:mosaro:v:35:y:2020:i:1:p:29-56:n:2
    DOI: 10.2478/minib-2020-0008
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    References listed on IDEAS

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    1. Timo Meynhardt & Pepe Strathoff & Andreas Fröhlich & Steven A. Brieger, 2019. "Same Same but Different: the Relationship Between Organizational Reputation and Organizational Public Value," Corporate Reputation Review, Palgrave Macmillan, vol. 22(4), pages 144-158, November.
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      Keywords

      image; reputation; stakeholders;
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