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Do higher education institutes communicate trust well?

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  • Paul Gibbs
  • Aftab Dean

Abstract

The relationship between trust and information sources for new purchasers of higher education is discussed. A range of sources is evaluated by potential entrants into UK higher education, and indicates that universities tend to be regarded as the most trustworthy when information is directly associated with them and social networks, and friends and student-derived sources the least, along with Key Information Set data.

Suggested Citation

  • Paul Gibbs & Aftab Dean, 2015. "Do higher education institutes communicate trust well?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(2), pages 155-170, July.
    • Handle: RePEc:taf:jmkthe:v:25:y:2015:i:2:p:155-170
    DOI: 10.1080/08841241.2015.1059918
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