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An Analysis of Academic Reputation as Perceived by Consumers of Higher Education

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  • Michael J. Conard
  • Maureen A. Conard

Abstract

A college's academic reputation (AR) plays a significant role in positioning the institution. Survey responses of college-bound high school seniors suggest that a majority of respondents view successful postgraduate careers as very important to the perception of AR and very likely to be attributed to a college with very good AR. A principle components factor analysis revealed three factors that describe the perception of AR (i.e., Academic Concerns, Campus Ethos, Practical Value). In a similar analysis three factors were found likely to be associated with very good AR (i.e., Curricular Concerns, Exclusivity, Career Preparation).

Suggested Citation

  • Michael J. Conard & Maureen A. Conard, 1999. "An Analysis of Academic Reputation as Perceived by Consumers of Higher Education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 9(4), pages 69-80, November.
  • Handle: RePEc:taf:jmkthe:v:9:y:1999:i:4:p:69-80
    DOI: 10.1300/J050v09n04_05
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