Aesthetics Based Corporate Reputation Management in the Context of Higher Education
Aesthetics Based Corporate Reputation Management in the Context of Higher Education

Summary/Abstract: This paper analyzes aesthetics based corporate reputation management in the context of higher education. It structures corporate reputation definitions, by distinguishing schools of thought; presents constructs involved in corporate reputation management; constructs corporate reputation framework for higher education institutions; analyzes key views towards the concept of aesthetics; introduces aesthetics into the management of corporate reputation; indicates guidelines for the future research.

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