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The study of customer perception of a product, brand, or company has traditionally been a line of research in the fields of administration and marketing. The analysis of the image and reputation of a company or institution involves complex elements. In academic literature, the initial concepts of reputation emphasize the issue of intangibility, treating it as an intangible asset belonging to the company (SCHURMANN, 2006; HALL, 1992, 1993)
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Fonte: Cepea
