6 / 68
vi
T
ABLE OF CONTENT
Introduction........................................................................................................ 1 Part I: LITERATURE REVIEW Reputation and parents’ determinants of schools choice Chapter I: Corporate Branding and Reputation: Concepts and Determinants ..........................................................4 1.1 Definitions and Concept .............................................................................................. 4 1.1.1 Corporate Branding ............................................................................................ 4 1.1.2 Corporate Reputation.......................................................................................... 6 1.2 Determinants of Corporate Branding ........................................................................... 8 1.2.1 Corporate Communication ............................................................................... 8 1.2.2 Corporate Personality....................................................................................... 9 1.2.3 Relationship Management................................................................................ 10 1.2.4 Corporate Social Responsibility....................................................................... 10 1.2.5 Corporate Image ............................................................................................... 11 1.2.6 Ethical Identity ................................................................................................. 12 1.3 Determinants of Corporate Reputation ........................................................................ 12 1.3.1 Honesty and Trust ............................................................................................ 12 1.3.2 Promise-keeping............................................................................................... 13 1.3.3 Valuable and Qualified Employees.................................................................. 13 1.3.4 Integrity ............................................................................................................ 14 1.3.5 Transparency .................................................................................................... 14 1.3.6 Accountability .................................................................................................. 15 1.3.7 Stakeholders’ Satisfaction ................................................................................ 16