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The impact of cyberattacks on the brand image ofhigher education institutions: the case study of the Polytechnic of Leiria
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Cyberattacks have become a growing concern for higher education institutions, generating
consequences that extend well beyond operational disruption into institutional reputation,
stakeholder trust, and brand credibility. Despite this, the cybersecurity and brand
management literatures have largely evolved in isolation from one another, leaving
institutions without integrated frameworks for understanding and responding to ransomware
incidents as both technical and reputational crises. This dissertation addresses that gap by
exploring the impact of a ransomware attack on the brand image of a public higher education
institution in Portugal, the Polytechnic Institute of Leiria.
Using a qualitative case study approach, the research combines semi-structured interviews
with institutional stakeholders, document analysis, and media monitoring to assess both
technical and reputational consequences of the May 2023 Akira ransomware incident.
The findings indicate that, although the attack exposed vulnerabilities in infrastructure and
incident response planning, the institution's transparent communication strategy and timely
coordination with national authorities contributed to mitigating reputational damage. The
study further highlights the importance of integrating cybersecurity and crisis
communication within institutional reputation management, particularly in academic
environments where trust and public perception are critical.
In addition, the dissertation proposes practical recommendations to strengthen institutional
resilience, including diversified backup strategies, enhanced stakeholder engagement, and
cybersecurity awareness initiatives.
This research contributes to the emerging intersection of cybersecurity governance and
institutional reputation management in higher education, offering insights for both academic
literature and institutional practice.
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Higher education Ransomware Cybersecurity Crisis Communication Resilience Brand management