Determinants of Building Image and Reputation of University Towards Its Stakeholders

Gołata Krzysztof () and Sojkin Bogdan ()
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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

Marketing of Scientific and Research Organizations, 2020, vol. 35, issue 1, 29-56

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.

Keywords: image; reputation; stakeholders (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:35:y:2020:i:1:p:29-56:n:2

DOI: 10.2478/minib-2020-0008

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