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Corporate image research for academic events: A case study from perceptions of stakeholders

Abstract:

The role that stakeholders take in relation to institutions is increasingly important in current contexts. It is therefore important to know the categories that influence their perception to identify relevant information for making decisions from the Corporate Image Management. This study took as a case an academic event held in Quito-Ecuador, where the model proposed by Pasquel et al. (2016), which allowed to establish key points so that in future editions communication strategies can be planned from an informed base.