Development of a Model to Analyze HEI Image: A Case Based on a Private and a Public University

Autor/inn/en	Alcaide-Pulido, Purificación; Alves, Helena; Gutiérrez-Villar, Belén
Titel	Development of a Model to Analyze HEI Image: A Case Based on a Private and a Public University
Quelle	In: Journal of Marketing for Higher Education, 27 (2017) 2, S.162-187 (26 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2017.1388330
Schlagwörter	Public Colleges; Private Colleges; Models; Higher Education; College Students; Foreign Countries; Structural Equation Models; Reputation; Student Attitudes; Statistical Analysis; Factor Analysis; Spain; Portugal + Suchen Sie Ihr Suchwort? Privathochschule; Analogiemodell; Hochschulbildung; Hochschulsystem; Hochschulwesen; Collegestudent; Ausland; Schülerverhalten; Statistische Analyse; Faktorenanalyse; Spanien
Abstract	Education is considered a fundamental element in society's development, and higher education institutions (HEIs) must direct a part of their activity towards supporting countries' social, economic and cultural progress. It is crucial that HEIs develop diverse marketing and management strategies, above all image management, since this will make them competitive in the market and provide their managers with decision-making capacity. Regarding the image of HEIs, the literature presents different measurement models, with no consensus about the variables to include in them. The main aim of this research is to analyze studies presenting models of university image, search for synergies among the models' variables and develop a model that combines all of them. Other variables not found in these studies have been included, since the bibliography on the subject considers them relevant. The sample is formed of 438 students from two universities, a private university in Spain and a State university in Portugal. The results show that image has a conceptualization formed of four constructs: external communication and values, national and international recognition, economic value, and facilities. We conclude with confirmation of a model that measures university image with variables that are significant in previous studies, but with some added variables. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01