The High School’s Image – Is It Important for Attracting the Best Teachers (73843)

Session Information:

Wednesday, 22 November 2023 15:45
Session: Poster
Room: Orion Hall
Presentation Type: Poster Presentation

All presentation times are UTC + 9 (Asia/Tokyo)

Corporate Image (CI) can be defined as a concept that comprises physical and non-physical attributes of the company interpreted by its stakeholders. It is a valuable asset for all subjects in the market arena, especially today when companies need to differentiate themselves from the competition. For profit-oriented companies, a strong and positive CI usually means bigger sales and market shares, loyal consumers, higher profit margins, and increased customer engagement. For high schools, CI represents one of the key factors in attracting and engaging different kinds of stakeholders – pupils’ willingness to apply for the program, teachers’ desire to become an employee, sponsors for making donations, etc., and therefore has a direct influence on high schools’ success. The focus of this paper will be on teachers as one of the most important high school stakeholders. We hypothesize that high school’s CI is an essential factor in attracting the best teachers and that it influences their satisfaction and loyalty. Finally, we will discuss the importance of marketing activities in creating a positive CI of high schools and its antecedents.

Authors:
Zoran Krupka, University of Zagreb, Croatia
Goran Vlasic, University of Zagreb, Croatia
Jurica Pavicic, University of Zagreb, Croatia
Kosjenka Dumancic, University of Zagreb, Croatia


About the Presenter(s)
Professor Zoran Krupka is a University Associate Professor/Senior Lecturer at University of Zagreb, Faculty of Economics & Business in Croatia

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Posted by Clive Staples Lewis

Last updated: 2023-02-23 23:45:00