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How Institutional Identity Shapes College Student Recruitment: The Relationship Between Religious Distinctiveness and Market Demand

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  • P. Jesse Rine
  • Joshua T. Brown
  • James M. Hunter

Abstract

Institutional diversity has long been recognized as a signature strength of the American system of higher education, yet the sector contributing most to this remarkable feature—small and midsized private colleges—currently finds itself under significant financial pressure as a result of recent social and economic disruptions. To overcome such challenges, campus leaders must understand the market positioning of the institutions they serve. This article investigates the relationship between market demand and organizational distinctiveness within one segment of the diverse private sector—religiously affiliated colleges. It draws upon longitudinal data from the membership of one national professional association, the Council for Christian Colleges & Universities, to develop an empirical typology of institutional religious distinctiveness and examine patterns of market demand over time. Results suggest that religious distinctiveness has a medium effect on student demand at both the application and matriculation phases of the admissions process. The article concludes by considering appropriate recruitment strategies for faith‐based colleges and universities depending on their degree of religious distinctiveness.

Suggested Citation

  • P. Jesse Rine & Joshua T. Brown & James M. Hunter, 2021. "How Institutional Identity Shapes College Student Recruitment: The Relationship Between Religious Distinctiveness and Market Demand," American Journal of Economics and Sociology, Wiley Blackwell, vol. 80(1), pages 133-159, January.
    • Handle: RePEc:bla:ajecsc:v:80:y:2021:i:1:p:133-159
    DOI: 10.1111/ajes.12375
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    References listed on IDEAS

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    1. Caroline M. Hoxby, 2009. "The Changing Selectivity of American Colleges," Journal of Economic Perspectives, American Economic Association, vol. 23(4), pages 95-118, Fall.
    2. John Goddard & Mike Coombes & Louise Kempton & Paul Vallance, 2014. "Universities as anchor institutions in cities in a turbulent funding environment: vulnerable institutions and vulnerable places in England," Cambridge Journal of Regions, Economy and Society, Cambridge Political Economy Society, vol. 7(2), pages 307-325.
    3. Brian A. Vander Schee, 2010. "The small college enrollment officer: relationship marketing at work," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 135-143, June.
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    1. Joshua Travis Brown & Mary Kate Blake, 2026. "Framing Institutional Identity in 5 Million Words: Communication Strategies for Navigating Complex Logics in Higher Education," Research in Higher Education, Springer;Association for Institutional Research, vol. 67(3), pages 1-31, May.

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