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How do marketing activities influence organizational reputation in higher education institutions? An impression management perspective across eight countries

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dc.contributor.authorAngulo-Ruiz, Fernando
dc.contributor.authorPergelova, Albena
dc.contributor.authorCheben, Juraj
dc.contributor.authorAngulo-Altamirano, Eladio
dc.date.accessioned2022-05-27
dc.date.accessioned2022-10-12T21:20:18Z
dc.date.available2022-10-12T21:20:18Z
dc.date.issued2022
dc.description.abstractBased 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.
dc.format.extent566.58KB
dc.format.mimetypePDF
dc.identifier.citationAngulo-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
dc.identifier.doihttps://doi.org/10.1108/IMR-05-2021-0180
dc.identifier.urihttps://hdl.handle.net/20.500.14078/2693
dc.languageEnglish
dc.language.isoen
dc.rightsAttribution-NonCommercial (CC BY-NC)
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/
dc.subjectmarketing activities
dc.subjectdesired impressions
dc.subjectorganizational reputation
dc.subjectimpression management theory
dc.subjecthigher education institutions
dc.subjectcross-country
dc.titleHow do marketing activities influence organizational reputation in higher education institutions? An impression management perspective across eight countriesen
dc.typeArticle Post-Print

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