Selected methods of studying a college’s image
Selected methods of studying a college’s image
Author(s): Katarzyna Kowalska-JarnotSubject(s): Economy
Published by: Exeley Inc.
Keywords: organization identity; image research; reputation;
Summary/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.
Journal: Managerial Economics
- Issue Year: 20/2019
- Issue No: 2
- Page Range: 133-150
- Page Count: 18
- Language: English