The university imagea model of overall image and stakeholder perspectives

  1. Amaia Lafuente-Ruiz-de-Sabando 1
  2. Javier Forcada 1
  3. Pilar Zorril 1
  1. 1 Universidad del País Vasco/Euskal Herriko Unibertsitatea
    info

    Universidad del País Vasco/Euskal Herriko Unibertsitatea

    Lejona, España

    ROR https://ror.org/000xsnr85

Revista:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Ano de publicación: 2019

Volume: 19

Número: 1

Páxinas: 63-86

Tipo: Artigo

DOI: 10.5295/CDG.160720AL DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: Management Letters / Cuadernos de Gestión

Resumo

Con el fin de avanzar en el conocimiento de los factores que influyen sobre la formación de la imagen de las universidades, en esta investigación se planteó un modelo de medición desde la perspectiva de la sociedad que fue validado utilizando técnicas de análisis de estructuras de covarianzas. Además, se realizó una valoración de la invarianza en la medición orientada a conocer las implicaciones que tiene sobre la formación de la imagen la consideración de perspectivas de diferentes colectivos. Se seleccionaron cinco muestras (sociedad, alumnos potenciales, alumnos actuales, titulados y empresas) que sumaron 1760 encuestados. Los resultados revelaron que la imagen afectiva y las percepciones sobre los recursos docentes y la capacitación de los titulados influyen de manera significativa en la formación de la imagen desde la perspectiva de la sociedad, y que la estructura de la imagen identificada desde dicha perspectiva es compartida por las empresas, aunque con ciertas diferencias. Sin embargo, el modelo demanda adaptaciones al considerar las perspectivas del alumnado potencial, actual y titulado. Las cuestiones afectivas se revelaron determinantes en la formación de la imagen en los cinco colectivos, radicando las diferencias en aspectos cognitivos. Estos resultados representan una contribución de valor para la literatura de marketing dados los escasos trabajos que han analizado la imagen de la universidad desde la perspectiva de la sociedad o que han comparado stakeholders. Además, pueden orientar a los gestores universitarios en la determinación de los aspectos sobre los que conviene actuar para proyectar una imagen favorable hacia audiencias diversas

€ Ver financiamento

Información de financiamento

We thank the University of the Basque Country UPV/EHU for the financing received for developing Project NUPV 13/14, within which this study is framed.

Financiadores

Referencias bibliográficas

  • Aghaz, A., Hashemi, A. and Sharifi Atashgah, M.S., 2015. Factors contributing to university image: The postgraduate students’ points of view. Journal of marketing for higher education, 25 (1), 104-126.
  • Alessandri, S.W., Yang, S.U. and Kinsey, D.F., 2006. An integrative approach to university visual identity and reputation. Corporate reputation review, 9 (4), 258-270.
  • Alexander, D.C., 1971. A construct of the image and a method of measurement. Journal of communication, 21 (2), 170-178.
  • Alves, H. and Raposo, M., 2010. The influence of university image on student behaviour. International journal of educational management, 24 (1), 73-85.
  • Arpan, L.M., Raney, A.A. and Zivnuska, S., 2003. A cognitive approach to understanding university image. Corporate communications: An international journal, 8 (2), 97-113.
  • Bagozzi, R.P. and Yi, Y., 1988. On the use of structural equation models in experimental designs. Journal of marketing research, 26 (August), 271-284.
  • Bakanauskas, A. and Sontaite, M., 2011. Measurement model of corporate reputation at higher education institutions: Customers’ perspective. Management of organizations: Systematic research, (59), 115-130.
  • Baker, S. and Brown, B., 2007. Images of excellence: Constructions of institutional prestige and reflections in the university choice process. British journal of sociology of education, 28 (3), 377-391.
  • Balmer, J.M.T. and Liao, M.N., 2007. Student corporate brand identification: An exploratory case study. Corporate communication: An international journal, 12 (4), 356-375.
  • Bardo, J.W., Ross, R.H. and Headley, E.L., 1990. Measuring alumni’s image of a university. Journal for higher education management, 6 (1), 29-44.
  • Beerli, A., Díaz Meneses, G. and Pérez Pérez, P., 2002. The configuration of the university image and its relationship with the satisfaction of students. Journal of educational administration, 40 (5), 486-505.
  • Bentler, P.M. and Bonett, D.G., 1980. Significance tests and goodness of fit in the analysis of covariance structures. Psychological bulletin, 88 (3), 588-606.
  • Bosch, J., Venter, E., Han, Y. and Boshoff, C., 2006. The impact of brand identity on the perceived brand image of a merged higher education institution: Part one. Management dynamics, 15 (2), 10-30.
  • Brown, R. and Mazzarol, T., 2009. The importance of institutional image to student satisfaction and loyalty within higher education. Higher education, 58 (1), 81-95.
  • Buil, I., Martínez, E. and De Chernatony, L., 2010. Medición del valor de marca desde un enfoque formativo [Brand equity measurement from a formative approach]. Cuadernos de gestión, 10 (special issue), 167-196.
  • Byrne, B.M., 2006. Structural equation modeling with EQS: Basic concepts, applications, and programming. 2nd ed. Mahwah, NJ: Lawrence Erlbaum Associates.
  • Byrne, B.M., Shavelson, R.J. and Muthén, B., 1989. Testing for the equivalence of factor covariance and mean structures: The issue of partial measurement invariance. Psychological bulletin, 105 (3), 456-466.
  • Cervera, A., Schlesinger, W., Iniesta, M.Á. and Sánchez, R., 2012. Medición de la imagen de la universidad y sus efectos sobre la identificación y lealtad del egresado: Una aproximación desde el modelo de Beerli y Díaz (2003) [Measurement of university image and its impact on graduate identification and loyalty: An approach on the basis of Beerli and Díaz’s model (2003)]. Revista española de investigación en marketing ESIC, 16 (2), 7-29.
  • Chen, C.F. and Chen, C.T., 2014. The effect of higher education brand images on satisfaction and lifetime value from students’ viewpoint. Anthropologist, 17 (1), 137-145.
  • Chen, Y.C., 2015. A study of the interrelationships among service recovery, relationship quality, and brand image in higher education industries. The Asia-Pacific education researcher, 24 (1), 81-89.
  • Curtis, T., Abratt, R. and Minor, W., 2009. Corporate brand management in higher education: The case of ERAU. Journal of product and brand management, 18 (6), 404-413.
  • Diamantopoulos, A. and Papadopoulos, N., 2010. Assessing the cross-national invariance of formative measures: Guidelines for international business researchers. Journal of international business studies, 41 (2), 360-370.
  • Diamantopoulos, A. and Winklhofer, H.M., 2001. Index construction with formative indicators: An alternative to scale development. Journal of marketing research, 38 (2), 269-277.
  • Dowling, G., 2001. Creating corporate reputations. Identity, image, and performance. Oxford: Oxford University Press.
  • Draelants, H., 2012. A prestigious image: Advantage or obstacle in attracting candidates to French elite higher education? Research papers in education, 27 (5), 555-579.
  • Duarte, P.O., Alves, H. and Raposo, M., 2010. Understanding university image: A structural equation model approach. International review on public and nonprofit marketing, 7 (1), 21-36.
  • Elsharnouby, T.H., 2015. Student co-creation behavior in higher education: The role of satisfaction with the university experience. Journal of marketing for higher education, 25 (2), 238-262.
  • Foedermayr, E., Diamantopoulos, A. and Sichtmann, C., 2009. Export segmentation effectiveness: Index construction and link to export performance. Journal of strategic marketing, 17 (1), 55-73.
  • Fombrun, C.J., 2012. The building blocks of corporate reputation: Definitions, antecedents, consequences. In: Barnett, M.L. and Pollock, T.G., eds. The Oxford handbook of corporate reputation. Oxford: Oxford University Press, 94-113.
  • Hayes, T.J., 1993. Image and the University. Journal of marketing for higher education, 4 (1-2), 423-425.
  • Helgesen, Ø. and Nesset, E., 2007. Images, satisfaction and antecedents: Drivers of student loyalty? A case study of a Norwegian university college. Corporate reputation review, 10 (1), 38-59.
  • Ivy, J., 2001. Higher education institution image: A correspondence analysis approach. International journal of educational management, 15 (6), 276-282.
  • James, L.R., Mulaik, S.A. and Brett, J.M., 1982. Causal analysis: Assumptions, models and data. Beverly Hills, CA: Sage.
  • Jarvis, C.B., MacKenzie, S. and Podsakoff, P.M., 2003. A critical review of construct indicators and measurement model misspecification in marketing and consumer research. Journal of consumer research, 30 (September), 199-218.
  • Karrh, J.A., 2000. Evaluating belief strength and consistency in the assessment of university image. Journal of marketing for higher education, 10 (2), 1-9.
  • Kazoleas, D., Yungwook, K. and Moffitt, M.A., 2001. Institutional image: A case study. Corporate communications: An international journal, 6 (4), 205-216.
  • Kheiry, B., Rad, B.M. and Asgari, O., 2012. University intellectual image impact on satisfaction and loyalty of students (Tehran selected universities). African journal of business management, 6 (37), 10205-10211.
  • Kotler, P. and Fox, K., 1995. Strategic marketing for educational institutions. 2nd ed. Upper Saddle River, NJ: Prentice Hall.
  • Krampf, R.F. and Heinlein, A.C., 1981. Developing marketing strategies and tactics in higher education through target market research. Decision sciences, 12 (2), 175-193.
  • Lafuente-Ruiz-de-Sabando, A., Zorrilla, P. and Forcada, J., 2018. A review of higher education image and reputation literature: Knowledge gaps and a research agenda. European research on management and business economics, 24 (1), 8-16.
  • Landrum, R.E., Turrisi, R. and Harless, C., 1999. University image: The benefits of assessment and modeling. Journal of marketing for higher education, 9 (1), 53-68.
  • Luque, T. and Del Barrio, S., 2008. Modelización de la imagen de la Universidad desde la perspectiva del profesorado [Modeling the university image: The faculty’s view]. Paper presented at the 7th International Congress Marketing Trends, Venice.
  • MacKenzie, S., Podsakoff, P.M. and Podsakoff, N.P., 2011. Construct measurement and validation procedures in MIS and behavioral research: Integrating new and existing tecniques. MIS quarterly, 35 (2), 293-334.
  • Maric, M., Pavlin, J. and Ferjan, M., 2010. Educational institution’s image: A case study. Organizacija: Journal of management, informatics and human resources, 43 (2), 5865.
  • Marzo, M., Pedraja, M. and Rivera, P., 2007. The customer concept in university services: A classification. International review on public and nonprofit marketing, 4 (1/2), 65-80.
  • Matherly, L.L., 2012. A causal model predicting student intention to enrol moderated by university image: Using strategic management to create competitive advantage in higher education. International journal of management in education, 6 (1-2), 38-55.
  • Melewar, T.C., Sarstedt, M. and Hallier, C., 2012. Corporate identity, image and reputation management: A further analysis. Corporate communications: An international journal, 17 (1),
  • Milo, K., Edson, K.C. and Mceuen, V., 1989. The impact of negative publicity on institucional reputation and student college choice. College and university, 64 (3), 237245.
  • Mitra, D. and Golder, P.N., 2008. Does academic research help or hurt MBA programs? Journal of marketing, 72 (5), 31-49.
  • Muthén, B. and Christoffersson, A., 1981. Simultaneous factor analysis of dichotomous variables in several groups. Psychometrika, 46 (4), 407-419.
  • Nguyen, N. and LeBlanc, G., 2001. Image and reputation of higher education institutions in students’ retention decisions. International journal of educational management, 15 (6), 303-311.
  • Pampaloni, A.M., 2010. The influence of organizational image on college selection: What students seek in institutions of higher education. Journal of marketing for higher education, 20 (1), 19-48.
  • Parameswaran, R. and Glowacka, A.E., 1995. University image: An information processing perspective. Journal of marketing for higher education, 6 (2), 41-56.
  • Polat, S., 2011. The relationship between university students’ academic achievement and perceived organizational image. Educational sciences: Theory and practice, 11 (1), 257-262.
  • Reid, W.A., 1973. Applicants’ images of universities. Educational review, 26 (1), 16-29.
  • Ressler, J. and Abratt, R., 2009. Assessing the impact of university reputation on stakeholder intentions. Journal of general management, 35 (1), 35-45.
  • Russel, M.A. and Pratt, G., 1980. A description of the affective quality attributed to environments. Journal of personality and social psychology, 38 (2), 311-322.
  • Satorra, A. and Bentler, P.M., 1994. Correction to test statistics and standard errors in covariance structure analysis. In: Von Eye, A. and Clogg, C., eds. Latent variable analysis: Applications for developmental research. Thousand Oaks, CA: SAGE Publications, 399-419.
  • Steenkamp, J.-B.E.M. and van Trijp, H.C.M., 1991. The use of lisrel in validating marketing constructs. International journal of research in marketing, 8 (4), 283-299.
  • Sung, M. and Yang, S.U., 2008. Toward the model of university image: The influence of brand personality, external prestige, and reputation. Journal of public relations research, 20 (4), 357-376.
  • Sung, M. and Yang, S.U., 2009. Student-university relationships and reputation: A study of the links between key factors fostering students’ supportive behavioral intentions towards their university. Higher education, 57 (6), 787-811.
  • Tamuliene, V. and Murzaite, R., 2013. The influence of higher education image on students’ loyalty in Lithuania. Transformation in business and economics, 12 (2), 196-214.
  • Theus, K.T., 1993. Academic reputations: The process of formation and decay. Public relations review, 19 (3), 277-291.
  • Traverso, J., 2002. Estudio de la imagen interna de la institución universitaria. La imagen interna de la Universidad de Sevilla [Study of the internal image of the university institution. The internal image of the University of Seville]. Sevilla: Edición Digital @ tres.
  • Treadwell, D.F. and Harrison, T.M., 1994. Conceptualizing and assessing organizational image: Model images, commitment and communication. Communication monographs, 61, 63-85.
  • Vidaver-Cohen, D., 2007. Reputation beyond the rankings: A conceptual framework for business school research. Corporate reputation review, 10 (4), 278-304.
  • Wilkins, S. and Huisman, J., 2013. Student evaluation of university image attractiveness and its impact on student attachment to international branch campuses. Journal of studies in international education, 17 (5), 607-623.
  • Wilkins, S. and Huisman, J., 2015. Factors affecting university image formation among prospective higher education students: The case of international branch campuses. Studies in higher education, 40 (7), 1256-1272.
  • Zaghloul, A.Z., Hayajneh, Y.A. and AlMarzouki, A., 2010. Factor analysis for an institutional image instrument. International review on public and nonprofit marketing, 7 (2), 157-166.
Fonte de datos: Dialnet