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Measuring the Image of Private University as a Generic Product: Validation of a Scale

Author

Listed:
  • Purificación Alcaide-Pulido

    (Communication and Education Department, Universidad Loyola Andalucía, Escritor Castilla Aguayo, 4, 14004 Córdoba, Spain)

  • Belén Gutiérrez-Villar

    (Management Department, Universidad Loyola Andalucía, Escritor Castilla Aguayo, 4, 14004 Córdoba, Spain)

  • Mariano Carbonero-Ruz

    (Quantitative Methods Department, Universidad Loyola Andalucía, Escritor Castilla Aguayo, 4, 14004 Córdoba, Spain)

Abstract

The compulsory nature of online training in university education, brought about by COVID-19, has opened the door to the emergence of several potential competitors in the university space. Thus, measuring a university’s image may have even greater importance for the management and differentiation of universities in the new post-COVID-19 horizon. This study aims to test whether a standardized scale of brand image measurement is valid for measuring the image of the “private university” product. A non-probabilistic convenience sample was chosen, collecting information from 728 citizens from the same territory (Andalusia). The procedure to validate the scale involves dividing the sample (728) into two sub-sets: one to establish the scale, and the other to validate the results. The methodology applied is Confirmatory Factor Analysis using EQS 6.3 software. The scale was validated, and the main results show that people favor the quality of private universities, their commitment to society, and the perfect option that they are. Additionally, results show the idea that private universities present characteristics absent from public ones as non-significant, and do not agree that private universities provide a high value concerning the price that has to be paid.

Suggested Citation

  • Purificación Alcaide-Pulido & Belén Gutiérrez-Villar & Mariano Carbonero-Ruz, 2022. "Measuring the Image of Private University as a Generic Product: Validation of a Scale," Administrative Sciences, MDPI, vol. 12(4), pages 1-14, November.
    • Handle: RePEc:gam:jadmsc:v:12:y:2022:i:4:p:178-:d:986027
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    References listed on IDEAS

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    1. Lafuente-Ruiz-de-Sabando, Amaia & Zorrilla, Pilar & Forcada, Javier, 2018. "A Review Of Higher Education Image And Reputation Literature: Knowledge Gaps And A Research Agenda," European Research on Management and Business Economics (ERMBE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 24(1), pages 8-16.
    2. Galvão Meirinhos & Maximino Bessa & Carmem Leal & Márcio Oliveira & Amélia Carvalho & Rui Silva, 2022. "Reputation of Public Organizations: What Dimensions Are Crucial?," Administrative Sciences, MDPI, vol. 12(4), pages 1-19, September.
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