الصورة الذهنية للمؤسسة : قراءة مفاهيمية نظرية

الملخص EN

Image studies have received considerable attention from researchers in various fields, whether in communication, in public relations or in other fields of social and human sciences, this is because of its role in developing impressions and attitudes that will determine the behavior of individuals and groups.

In this paper, we will present a treatment of the mental image of the establishment and understanding its meaning and its relationship to the reality of the establishment, through detailing mainly in the mental image phenomenon in various related sciences, and highlighting the concept of the establishment image, its theoretical literature and its importance for the society, the establishment and the individual; enriching and determining the difference between it and similar concepts.