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Institutional image: A case study

Title
Institutional image: A case study
Authors
Kazoleas D.Kim Y.Anne Moffitt M.
Ewha Authors
김영욱
SCOPUS Author ID
김영욱scopus
Issue Date
2001
Journal Title
Corporate Communications: An International Journal
ISSN
1356-3289JCR Link
Citation
vol. 6, no. 4, pp. 205 - 216
Keywords
Corporate imageInstitutional analysisUniversities
Indexed
SCOPUS scopus
Abstract
Examines the concept of institutional (university) image from a cultural studies approach and from a quantitative perspective. Building on these and other research findings, posits that multiple changing images exist within each individual and that these images are affected by certain factors. Examines university image from an external stakeholder perspective, based on a telephone survey study of respondents from across the university's home state. The results confirm multi-image conceptualization of the university setting and, importantly, examine the factors — personal, environmental, and organizational — that give rise to the multiple image concept. Complementing much corporate image research that views image(s) as primarily controlled by the organization, these findings suggest that corporate image, considered also as a receiver-oriented and audience-specific construct, can vary as a function of other, external, determining factors but that organizational factors are, nevertheless, very influential factors for one's decision making about image. © 2001, MCB UP Limited
DOI
10.1108/EUM0000000006148
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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