a b s t r a c tThis paper reviews the literature for articles that include both the terms corporate social responsibility and reputation in the title and/or abstract. The results of the conceptual analysis reveal that most studies on CSR and reputation focus on practical implications without contributing to the theoretical framework. The authors propose applying institutional theory to enhance the understanding of the relationship between CSR and reputation and to foster public relations theory development.

Earlier research has brought organizational identity to the fore as an institutional response to the developments in higher education field. Following literature, this study aims to examine the organizational identity of universities through an analysis of themes communicated at their websites. The study findings reveal that participant universities communicate five common identity themes institutionalized by higher education field. Among these themes, social values presented to the society for belongingness and capacity for enriching main university functions are found out to be most communicated themes. The findings also show that each university communicates distinct themes that still fall under these five common themes. Therefore, the study presents that distinct themes symbolizing the uniqueness claim of the university identity emerge within the pre-determined theme categories in the field.

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