Selected methods of studying a college’s image

Katarzyna Kowalska-Jarnot ()
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Katarzyna Kowalska-Jarnot: College of Economic and Computer Sciences, Cracow

Managerial Economics, 2019, vol. 20, issue 2, 133-150

Abstract: Positive image and reputation building are important strategies in developing the permanent recognition of a college in the education market. Although it seems challenging to measure image and reputation, they are an important opportunity to gain a competitive advantage due to the fact that they are unique, hard to imitate and increase a college’s chances of attracting more students. Image management requires systematic marketing research. This article is the author’s proposition for a set of image research methods that can be used by colleges.

Keywords: organization identity; image research; reputation (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:agh:journl:v:20:y:2019:i:2:p:133-150

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