Selected methods of studying a college’s image

• Authors: Kowalska-Jarnot Katarzyna
• Languages of publication: EN

Abstracts

EN

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

EN

organization identity; image research; reputation

• Publisher: Wydawnictwo AGH
• Journal: Managerial Economics
• Year: 2019
• Volume: 20
• Issue: 2
• Pages: 133-150

Contributors

author

Kowalska-Jarnot Katarzyna

• College of Economic and Computer Sciences, Cracow