How do marketing activities influence organizational reputation in higher education institutions? An impression management perspective across eight countries
marketing activities, desired impressions, organizational reputation, impression management theory, higher education institutions, cross-country
Based on impression management theory, we ask how marketing activities build organizational reputation and we examine the mediating mechanisms of desired impressions, and the moderating impact of national culture. Specifically, and in the context of higher education institutions, we examine the influence of relational marketing and traditional advertising on organizational reputation through the mediation of desired impressions (e.g., quality of learning, career prospects and extracurricular activities) across countries.
Angulo-Ruiz, F., Pergelova, A., Chebeň, J. and Angulo-Altamirano, E. (2022), "How do marketing activities influence organizational reputation in higher education institutions? An impression management perspective across eight countries", International Marketing Review, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IMR-05-2021-0180
Attribution-NonCommercial (CC BY-NC)