Educational Institution's Image: A Case Study

Marič, Miha; Pavlin, Jasmina; Ferjan, Marko

doi:10.2478/v10051-010-0007-0

Cited by 17 publications

(25 citation statements)

References 19 publications

(28 reference statements)

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“…A physically present research assistant presented a standard introductory text before completion and offered assistance if necessary. Results indicate that from the prospect of teaching quality, higher educational institutions will improve their repute if promoting information about the expertise of their teachers, describing their curriculum and benchmarks, providing descriptions or demonstrations of the various teaching methods and sources used (in accordance with previous findings, see Kandiko & Mawer, 2013;Marič, et. al., 2010).…”

Section: Methodssupporting

confidence: 77%

Communication Management in Educational Institutions

Zsigmond

Portik

2017

lumenphs

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As competitiveness of higher educational environment is increasing in Eastern Europe, it is important for universities to construct a distinct image. However, managing institutional brands used not to be a priority for educational institutes from this region. An important step of image management activities is investigating consumer expectations and measuring their satisfaction with the services offered. We present the results of a surveybased investigation regarding expectations of secondary school students about education, and their image about two main higher education institutes from Transylvania (Romania). A second survey addressed attitudes of undergraduate university students regarding educational services and the general image of the university they attend. By comparing the results of the two investigations we can observe differences regarding the positive and negative attitudes about an institute of the two groups. When potential customers (future students) does not have the desired image of an educational institute, there is a communicational challenge in propagating positive and real institutional characteristics, as supported by information collected from actual students. This process gives an insight on the nature of information to be propagated for constructing a desired institutional image.

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Section: Methodssupporting

confidence: 77%

Communication Management in Educational Institutions

Zsigmond

Portik

2017

lumenphs

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“…In literature, there have been various studies regarding the measurement of perceived university image [35,52] and variables that affect perceived university image. William and Moffit [57] stated in their study that perceived image has a large and determining effect on the members of institution.…”

Section: Perceived University Imagementioning

confidence: 99%

Relationship between Pre-service Teachers' University Image Perceptions and Student Loyalty: A Structural Equation Model

Kasalak¹,

Özcan²,

Dağyar³

2019

ujer

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The purpose of this study is to determine the level of relation between pre-service teachers' university image perception and student loyalty. This research is designed as correlational survey model. University image scale and student loyalty scale are used in this study. Study group consists of 419 pre-service teachers studying at a state university in Turkey who were determined by simple random sampling method. The relations between student loyalty and university image are examined by Pearson correlation coefficients. Structural equation model is constituted to determine whether pre-service teachers' university image perceptions predict university loyalty. According to the descriptive analysis result, pre-service teachers' university image perception related to their universities is at highest level towards quality image and at lowest level towards pleasure image. Besides, among pre-service teachers' student loyalty levels, identification dimension has the highest level compared with self-commitment and determination dimensions. According to the correlation analysis among research variables, moderate level and positive relations are determined among university image perception and student loyalty variables. Path analysis results explain that university image significantly predicts organizational identification, determination and commitment dimensions of student loyalty: the most predicted dimension is commitment and the lowest predicted dimension is organizational identification.

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“…Traverso (2002) identified the equipment and resources of a university, the quality of the teaching staff and the facilities, as elements through which students build their image of a university. Helgesen and Nesset (2007) came to a similar conclusion, detecting a positive significant relation between facilities and university image, and Maric et al (2010) identified the quality of the teaching staff as the most relevant variable in image formation. In this research, the "teaching resources" dimension was conceived to be society's perception of the availability and quality of a university's resources for providing services.…”

Section: Conceptualization Of the University Image: A Higher-order Fomentioning

confidence: 66%

“…Perception of graduate training. There are several works whose results have suggested that the orientation and training that a university provides its students (Beerli et al 2002;Traverso 2002), opportunities for its graduates to make a transition into employment (Duarte et al 2010;Matherly 2012), and the quality of study plans (Traverso 2002) and learning contents (Maric et al 2010) exert a relevant positive influence on university image. Based on these works, we considered the dimension "graduate training" and defined it as society's perception of the skills a university develops in its students so they can take up a job after concluding their studies.…”

Section: Conceptualization Of the University Image: A Higher-order Fomentioning

confidence: 99%

The university image: a model of overall image and stakeholder perspectives

Sabando¹,

Forcada²,

Calvo³

2019

cuadernosgestion

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In order to further knowledge regarding the factors that have most influence on the university image, a measurement model was established in this research from the perspective of society and validated using covariance structure analysis. In addition, to ascertain whether such factors and/or their degree of influence differ among stakeholders, an evaluation of measurement invariance was conducted to find out what implications there are for image formation when the perspectives of the different stakeholders are considered. Five samples of stakeholders were used (society, prospective students, current students, graduates, and companies), totaling 1760 respondents. The results showed that affective image, perception of teaching resources, and perception of graduate training significantly influence the formation of overall university image from the perspective of society and that the image structure identified from this perspective is shared by companies, although some differences are observed. However, the model needs adapting to consider the perspectives of prospective students, current students, and graduates. The results also suggested that affective issues have a major importance in image formation from the perspective of all the stakeholders considered and that it is in the cognitive aspects where differences between them become more patent. These findings constitute a valuable contribution for marketing literature as so few works have addressed the study of the university image adopting the standpoint of society or the comparison of different stakeholders. Further, they provide guidance to university managers when determining which aspects are recommendable to act upon for the projection of a favorable image to various audiences.

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Educational Institution's Image: A Case Study

Cited by 17 publications

References 19 publications

Communication Management in Educational Institutions

Communication Management in Educational Institutions

Relationship between Pre-service Teachers' University Image Perceptions and Student Loyalty: A Structural Equation Model

The university image: a model of overall image and stakeholder perspectives

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