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Factors contributing to university image: the postgraduate students' points of view

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  • Asal Aghaz
  • Amin Hashemi
  • Maryam S. Sharifi Atashgah

Abstract

Despite several studies having been conducted to examine organizational image from a business perspective, there has not been adequate research in the area of perceived image in nonprofit organizations such as universities. Thus, the purpose of this study was to examine the factors contributing to university image, from the postgraduate students' point of view. In addition, the impact of the students' perceived university image on their organizational trust was examined. The population of this study consisted of postgraduate students in 10 of the top Iranian universities. Questionnaires were used to collect the required data. The findings indicated the difference between current practices and ideal values of the factors contributing to the university image. Based on our findings, the factors contributing to university image range from internal and international reputation, university members, and academic planning, to university environment. Furthermore, we found that university image has a significant impact on students' trust in their university.

Suggested Citation

  • Asal Aghaz & Amin Hashemi & Maryam S. Sharifi Atashgah, 2015. "Factors contributing to university image: the postgraduate students' points of view," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(1), pages 104-126, January.
    • Handle: RePEc:taf:jmkthe:v:25:y:2015:i:1:p:104-126
    DOI: 10.1080/08841241.2015.1031314
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    Citations

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    Cited by:

    1. Lucio Masserini & Matilde Bini & Monica Pratesi, 2019. "Do Quality of Services and Institutional Image Impact Students’ Satisfaction and Loyalty in Higher Education?," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 146(1), pages 91-115, November.
    2. María Dolores Aledo‐Ruiz & Eva Martínez‐Caro & José Manuel Santos‐Jaén, 2022. "The influence of corporate social responsibility on students' emotional appeal in the HEIs: The mediating effect of reputation and corporate image," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(3), pages 578-592, May.
    3. Evelyn Hendriana & Khairil Wahidin Awang & Raja Nerina Raja Yusof, 2023. "The interplay between country image and regional ethnocentrism to motivate students considering neighbouring countries," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(4), pages 426-441, December.
    4. Lafuente Ruiz de Sabando, Amaia & Forcada Sainz, Francisco Javier & Zorrilla Calvo, María Pilar, 2018. "The university image: a model of overall image and stakeholder perspectives," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    5. Nguyen-Tan Hung & Kuo-Liang Yen, 2022. "Towards Sustainable Internationalization of Higher Education: Innovative Marketing Strategies for International Student Recruitment," Sustainability, MDPI, vol. 14(14), pages 1-22, July.
    6. Marilia (Maria) KOUNTOURIDOU & Dino DOMIC, 2022. "A Grounded Theory Investigation Of The Influence Of A ‘Positive Visualisation Course’ In Brand Identity On First-Year Students’ Perceptions," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 159-171, November.

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