University institutional communication based on the intangible assets of corporate image and reputation: http://repositorio.ulvr.edu.ec/handle/44000/5513
The objective of this essay is to analyze the areas of university institutional communication based on the intangible assets of corporate image and reputation. The importance of institutional communication management to achieve a differentiating reputational positioning in the socioeconomic context...
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2022 |
| País: | Ecuador |
| Institución: | Universidad Laica Vicente Rocafuerte |
| Repositorio: | Revista Universidad Laica Vicente Rocafuerte |
| Idioma: | español |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/786 |
| Acceso en línea: | http://revistas.ulvr.edu.ec/index.php/yachana/article/view/786 |
| Access Level: | acceso abierto |
| Palabra clave: | University, culture, communication, corporate reputation Universidad, educación, cultura, comunicación, reputación corporativa |
| Sumario: | The objective of this essay is to analyze the areas of university institutional communication based on the intangible assets of corporate image and reputation. The importance of institutional communication management to achieve a differentiating reputational positioning in the socioeconomic context of the knowledge society and industry 4.0 is analyzed. Reference is made to the background on university image and reputation studies, as well as those categories and variables that intervene in the formation of the corporate image and that at the same time condition academic excellence and university reputation, as described, they analyze and argue the contributions and practical application of university corporate reputation models as a basis for strategic communication management. As part of the conclusions, it is argued that the analyzed models constitute, from their own paradigm, a contribution to the management of university corporate reputation. They can be applied for their management taking into account the particular characteristics of each university and social context. For this reason, the reputation of universities is the sum of intangible assets, which have great value, and which need to be managed. It has an objective dimension, which is the perceived quality of all university activity, and a subjective one, which is the result of public perceptions. |
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