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The influence of organizational image on college selection: what students seek in institutions of higher education

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  • Andrea M. Pampaloni

Abstract

Colleges and universities rely on their image to attract new members. This study focuses on the decision-making process of students preparing to apply to college. High school students were surveyed at college open houses to identify the factors most influential to their college application decision-making. A multi-methods analysis found that institutional characteristics were more influential than interpersonal or informational resources used by students. More specific results revealed that size, housing, and knowing someone who attended a school predicted students' views of the school's atmosphere. Key findings are discussed and recommendations offered to address issues related to organizational image.

Suggested Citation

  • Andrea M. Pampaloni, 2010. "The influence of organizational image on college selection: what students seek in institutions of higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 19-48, June.
    • Handle: RePEc:taf:jmkthe:v:20:y:2010:i:1:p:19-48
    DOI: 10.1080/08841241003788037
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    Cited by:

    1. Vásquez, Consuelo & Sergi, Viviane & Cordelier, Benoit, 2013. "From being branded to doing branding: Studying representation practices from a communication-centered approach," Scandinavian Journal of Management, Elsevier, vol. 29(2), pages 135-146.
    2. Rima Charbaji El-Kassem & Abdellatif Sellami & Elmogiera Fadlallh Elsaye Elawad, 2018. "Antecedents and consequences of perceived student employability in Qatar: parental perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 575-589, December.
    3. Gary Blau & Peter DeMaria, Jr & John DiMino, 2017. "Correlates of a University Counseling Center’s Perceived Service Promptness," Journal of Educational and Developmental Psychology, Canadian Center of Science and Education, vol. 7(2), pages 1-24, November.
    4. Maram S. Jaradat & Mohammad B. Mustafa, 2017. "Academic Advising and Maintaining Major: Is There a Relation?," Social Sciences, MDPI, vol. 6(4), pages 1-14, December.
    5. Ionela MANIU & George C. MANIU, 2014. "Educational Marketing: Factors Influencing The Selection Of A University," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 5, pages 37-42, November.
    6. Thayse Schneider Silva & Marcelo Gattermann Perin & Rafael Luis Wagner & Kenny Basso, 2019. "The influence of advertisement repetition on price image in the context of higher education services," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(4), pages 342-352, August.
    7. Lorenzo Frangi & Tingting Zhang, 2022. "Global union federations on affiliates’ websites: Forces shaping unions’ global organisational identity," British Journal of Industrial Relations, London School of Economics, vol. 60(2), pages 444-466, June.
    8. M. Minsuk Shin & Eun Jeong Noh & Jiwon Lee, 2018. "Study abroad programs as a service convergence: an international marketing approach," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 253-275, June.
    9. Le Hoai Kieu Giang & Dau Xuan Truong & Le Thi Quynh & Le Thi Thanh Xuan, 2021. "Employing Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 11(2), pages 156-171.
    10. 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).
    11. Partenie Cristina-Veronica, 2019. "From Intent to Action – A Study Regarding High School Students’ Motivation in Choosing a University," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 29(2), pages 17-32, June.
    12. Milad Kalantari Shahijan & Sajad Rezaei & Vinitha Padmanabhan Guptan, 2018. "Marketing public and private higher education institutions: A total experiential model of international student’s satisfaction, performance and continues intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 205-234, June.
    13. Preethi PERERA & Nalin ABEYSEKERA & Dinesh SAMARASINGHE, 2016. "Potential Association Of Private University Branding Effots With Perceptions And Attitudes Of Prospective Students: A Study In Sri Lanka," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 164-179, November.

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