The Influence of the Stakeholder`s Profile Variables on the Perceived Image of the West University of Timisoara

• Main Authors: Remus Ionut Naghi, Lavinia Diana Tiplea
• Format: Article
• Language: Portuguese
• Published: Universidade Nove de Julho 2015-09-01
• Series: REMark: Revista Brasileira de Marketing
• Subjects: institutional image, perception, influence factors, West University of Timişoara
• Online Access: http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2615
• ISSN: 2177-5184

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An important component of this orientation represents the necessity to build an identity and a unique and competitive image in the minds of all the </span><span style="mso-bidi-font-size: 12.0pt; line-height: 150%; mso-ansi-language: EN-GB; mso-bidi-font-style: italic;" lang="EN-GB">stakeholders of such institutions. Despite the fact that the subject of institutional image in general, and the image of educational institutions in particular, benefits of a greater attention in the literature, we consider that in the Romanian universities practice there is </span><span class="hps"><span style="mso-ansi-language: EN-GB;" lang="EN-GB">an insufficient level</span></span><span class="shorttext"><span style="mso-ansi-language: EN-GB;" lang="EN-GB"> </span></span><span class="hps"><span style="mso-ansi-language: EN-GB;" lang="EN-GB">of</span></span><span class="shorttext"><span style="mso-ansi-language: EN-GB;" lang="EN-GB"> </span></span><span class="hps"><span style="mso-ansi-language: EN-GB;" lang="EN-GB">concern</span></span><span class="shorttext"><span style="mso-ansi-language: EN-GB;" lang="EN-GB"> </span></span><span class="hps"><span style="mso-ansi-language: EN-GB;" lang="EN-GB">for this topic</span></span><span style="mso-bidi-font-size: 12.0pt; line-height: 150%; mso-ansi-language: EN-GB; mso-bidi-font-style: italic;" lang="EN-GB">. To build such an image that would be correctly perceived by stakeholders, also assumes to be aware of the main factors which influence the way in which this image is perceived.</span></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-size: 12.0pt; font-family: &quot;Times New Roman&quot;,&quot;serif&quot;; mso-fareast-font-family: Calibri; mso-ansi-language: EN-GB; mso-fareast-language: AR-SA; mso-bidi-language: AR-SA; mso-bidi-font-style: italic;" lang="EN-GB">This paper aims to achieve a review of the specialized literature, after which will identify the main factors which influence the stakeholder&rsquo;s perception on the image of an organization in general, with particularity on the case of higher educational institutions. Then, using a quantitative research, we aim to highlight the way in which some of </span><span style="font-size: 12.0pt; font-family: &quot;Times New Roman&quot;,&quot;serif&quot;; mso-fareast-font-family: &quot;Times New Roman&quot;; mso-ansi-language: EN-GB; mso-fareast-language: AR-SA; mso-bidi-language: AR-SA;" lang="EN-GB">the stakeholder`s profile variables</span><span style="font-size: 12.0pt; font-family: &quot;Times New Roman&quot;,&quot;serif&quot;; mso-fareast-font-family: Calibri; mso-ansi-language: EN-GB; mso-fareast-language: AR-SA; mso-bidi-language: AR-SA; mso-bidi-font-style: italic;" lang="EN-GB"> influence the perception of the image of the West University of Timişoara.</span></p><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true" DefSemiHidden="true" DefQFormat="false" DefPriority="99" LatentStyleCount="267"> <w:LsdException Locked="false" Priority="0" SemiHidden="false" UnhideWhenUsed="false" QFormat="true" Name="Normal" /> 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