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dc.contributor.advisorCameron, Glen T.eng
dc.contributor.authorLee, Youngaheng
dc.date.issued2011eng
dc.date.submitted2011 Summereng
dc.descriptionTitle from PDF of title page (University of Missouri--Columbia, viewed on May 22, 2012).eng
dc.descriptionThe entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file.eng
dc.descriptionDissertation advisor: Dr. Glen T. Cameroneng
dc.descriptionVita.eng
dc.descriptionIncludes bibliographical references.eng
dc.description"July 2011"eng
dc.description.abstract[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] This study viewed parents of prospective college students as a primary target of university reputation management efforts and explored their perception about university identities and images as their supportive condition. Building on the theoretical argument that organizational identities and images influence consumer perception and attitude toward the organization, the central research questions are whether 1) organizational identity (internal perception of organizational strengths), 2) organizational image (external perception of organizational strengths), and 3) congruity between organizational identity and image influence parents' attitude, reputation, supportive intentions and intentions to apply to a university. To answer the questions, this study conducted a web-based experiment with 40 parents. The results showed that parents perceived both identity and image to be an important condition of a university's reputation and were related to their behavioral intentions. One of the significant findings is that university identity can be understood as an important factor for parents, particularly when a university's identity and image are incongruent. In examining the effect of organizational brand management efforts on attitudinal and behavioral outcomes, reputation appears to serve as a mediator between identities, images and behavioral intentions. This study suggests that parents' perception about both university identities and images would be related to their willingness to support and choose a university in the future.eng
dc.format.extentvii, 85 pageseng
dc.identifier.oclc872562049eng
dc.identifier.urihttps://hdl.handle.net/10355/14299
dc.identifier.urihttps://doi.org/10.32469/10355/14299eng
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcollectionUniversity of Missouri--Columbia. Graduate School. Theses and Dissertationseng
dc.rightsAccess is limited to the campus of the University of Missouri--Columbia.eng
dc.subjectreputationeng
dc.subjectreputation managementeng
dc.subjectorganizational identityeng
dc.subjectbehavioral outcomeseng
dc.titleUniversity reputation management : experimental study of the influence of identity and image on reputation and behavioral intentionseng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelDoctoraleng
thesis.degree.namePh. D.eng


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