عنوان مقاله [English]
Undoubtedly to gain and maintain a positive external image and reputation, can be considered as one of the most important goals of all organizations. Today, many organizations are spending time, resources and effort to create an effective image of their organization or business; When an organization has a positive image, the audience, the stakeholders and customers, consider the behaviors and decisions issued by the organization and their experiences as positive, whereas if the same people or groups had in their mind a negative image of the organization, the organization's performance and behavior would be unrealistically considered under the influence of their negative perceptions. Because of the importance of the concept of organizational image for various organizations and institutions, this study has been conducted with two goals of "exploratory" and "hypothesis testing" and with a case study strategy. The data collection was done in three ways: library method, content analysis and survey. Finally for Imam Sadiq University, factors such as identity and culture of the university, the university graduates, students’ selection and admission process, characteristics and performance of different parts of the university, the university reputation and background, its physical environment and related symbols, the personnel’s contact with external clients, and media coverage of university news and events were identified as the most important factors influencing the image of the university.
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