The university institutional reputation. The opinion of the public of the University of Malaga, Spain

Authors

DOI:

https://doi.org/10.24265/cian.2021.n14.07

Keywords:

Reputation, Digital, Institution, University of Malaga, Public opinion

Abstract

Organizations in general are perceived according to the abundant information that is easily and immediately found on the networks. Educational institutions such as universities are also known and compared according to the origin of this information, thus generating a reputation that helps to establish value judgments in a more effective way. The university institutional reputation refers to the set of perceptions held by the various interest groups that relate to an institution, both internal and external  groups; These perceptions are the result of the behavior developed by the entity over time and of its ability to distribute value to the aforementioned groups. The objectives of this research are to find out how to find the basic elements that determine reputation, to establish whether digital reputation has more weight than offline reputation and to contrast the way in which the public forms an opinion about the reputation of the University of Malaga. The analysis is quantitative and techniques such as the survey and the interview are used.

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Author Biographies

  • José Daniel Barquero Cabrero, University of Malaga

    Doctor in the area of Economic and Social Sciences from: International University of Catalonia (Barcelona); Camilo José Cela University (Madrid), Autonomous University of Coahuila (Mexico) and interuniversity by the Universities of Malaga, Huelva, Cádiz and Seville.

    He has been awarded for his contributions to the academic world with the title of doctor honoris causa by universities in America, Europe, Asia and Africa and by the Government of Spain, Ministry of Foreign Affairs and Cooperation, with the Order of Civil Merit , awarded by HM the King, as well as by the European Development Foundation with the European Cross of Gold.

    He is a Member of the Board of ESERP Business & Law School and Professor-Chairman in Economics and Business at the UOLS-Open University La Salle. He advises Spanish financial and banking companies and institutions. President honorary of the Higher European Council of Doctors, academic of the Royal Academy of Economic and Financial Sciences of Spain; academic of the Royal Academy of Doctors, academic of the Ibero-American Academy of Doctors, all institutions of which numerous Nobel laureates are part, with whom he has shared his research. He has worked in the USA with the world pioneer of Public Relations, Professor Doctor Edward L. Bernays Freud, adviser to the presidents of the United States and the White House, and, in the United Kingdom, with Professor Doctor Sir Sam Black, adviser to YE. the Queen of England and leading companies.

  • Mercedes Cancelo Sanmartín, University of Malaga

    Guest Researcher at the Universidad del Valle de México, Integrated Researcher at the ESERP-Abertis Observatory and Research Member at the European Center for Social Science Research (ECSSR).

    PhD in Communication Sciences from the University of Malaga, Postgraduate in Public Policy Management from the National University of La Plata (Argentina) and Doctoral Studies in Criminology with a focus on victimology, new technologies and institutional risk, from the University of Granada . She is a pioneer in the study of communication in State Security Forces and Corps. Her lines of research are organizational communication with special attention to institutional communication, public opinion, incidence of new technologies in the public sphere and the role of vulnerable groups in social networks. She is the author of more than a hundred books and scientific articles.

  • Delia Gómez Valentín, University of Malaga

    Master in Strategic Management and Innovation in Communication, Graduated in Advertising and Public Relations, from the University of Malaga. Her lines of research are institutional communication and social responsibility.

  • José Luna Roldán, University of Malaga

    Graduated in Advertising and Public Relations, Master's Degree in Strategic Management and Innovation in Communication and Master's Degree in Research on the media, audiences and professional practice in Europe, all from the University of Malaga. He is a professional in outdoor advertising and communication, having served as regional director of Andalusia and member of the Management Committee of Clear Channel Spain. Echo Gold Award (2005) "Echo de Oro" from the Málaga C.F subscription campaign "It's not a bird, it's not an airplane... it's a football team", as well as another series of recognitions for this work in Seminars and Congresses at the effect.

    He is currently the manager-owner of the advertising company Exterior Media S.L, and is a doctoral student in the Interuniversity Doctorate in Communication from the Universities of Huelva, Seville, Cádiz and Málaga.

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Published

2021-12-06

Issue

No. 14 (2021): Correspondences & analysis N°14 2021 (july - december)

Section

Arti­cles

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Copyright (c) 2021 José Daniel Barquero Cabrero, Mercedes Cancelo Sanmartín, Delia Gómez Valentín, José Luna Roldán

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How to Cite

Barquero Cabrero, J. D., Cancelo Sanmartín, M., Gómez Valentín, D., & Luna Roldán, J. (2021). The university institutional reputation. The opinion of the public of the University of Malaga, Spain. Correspondences & Analysis, 14, 151-167. https://doi.org/10.24265/cian.2021.n14.07
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