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Abstract


CORPORATE REPUTATION ACCORDING TO THE STUDENT'S PERSPECTIVE: A LITERATURE REVIEW FOR UNIVERSITIES

The boundaries between organizations in the working environment are gradually disappearing. In addition, competition between firms is gradually reaching dramatic dimensions. Constantly developing technology and changing market conditions make these competition conditions even more difficult. For these reasons, one of the conditions for businesses to maintain their continuity in the market is having a good reputation. Universities that offer an educational service are also in this competition. Therefore, reputation is an indispensable fact for universities. One of the internal stakeholders of every university is students. Affirmative perception of corporate reputation of students may lead to develop positive attitudes towards university. These attitudes may contribute to university to reach its organizational goals. For these reasons, university student’s positive perception of corporate reputation can cause beneficial results for the university. This study was carried out to demonstrate the institutional reputation of university students. Firstly, corporate reputation and its components are explained. Afterwards, a literature review is included. Subsequently, after the findings were explained, discussion and conclusion were reached.



Keywords
Reputation, Corporate Reputation, University Students



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