Mediating Factorial Model of Corporate Image in the Face of COVID-19

Abstract

Corporate governance is considered a system of management, production and transfer of knowledge in the face of predictable risk events. In the case of the pandemic, public policies were exposed in the media and socio-digital networks as incompetent, ineffective and incapable of containing or mitigating COVID-19. Consequently, the corporate image was distorted according to the demands of public opinion. The objective of this work was to reveal the expectation of a Higher Education Institution in the face of the health crisis. An exploratory, cross-sectional and psychometric study was carried out with a selection of 100 students from a public university in central Mexico. The results show that the coupling between administrators, teachers and students determined the corporate image of the university. In relation to the literature reviewed, lines of study concerning the mediating factors of coupling are discussed.