Student’s Perceived University Image is an Antecedent of University Reputation
DOI:
https://doi.org/10.61841/v2e0eh70Keywords:
University Image, Student Satisfaction, University ReputationAbstract
The purpose of this research is to investigate the impact of student’s perceived university image on the reputation of university. Higher education institutions are using different marketing methods to attract students. Social media is one of that marketing tools through which student have perceived an image about university. This perceived image makes an expectation about university in the minds of students. If these expectations are fulfilled by university, then students show their loyalty towards university and give positive feedback and recommendations about university. This positive recommendation will have a positive impact on university reputation. Image has been used usually in place of reputation but both of them are two different ideas, in spite of the fact that these two are interrelated constructs. The knowledge among students is still very limited on the topic of similarities and differences between image and reputation. A total number of 250 questionnaires were distributed to international students, selected using proportional random sampling technique, at five research public Malaysian universities. Partial Least Squares (PLS) Structural Equation Modeling was used to analyze the collected data, assess the model and test hypotheses. The findings show that the student’s perceived university image influence university reputation through mediating role of student satisfaction. The university image- reputation model of higher education institutes created by this study could justify and predict the consequences of university image and satisfaction of higher education institutes on university students’ word-of-mouth behavior and university reputation, and it could function as the criteria for promoting effective marketing strategies of higher education institutes.
Downloads
References
[1] Abdullah, F. (2006). The development of HEdPERF: a new measuring instrument of service quality for the
higher education sector. International Journal of Consumer Studies, 30(6), 569-581.
[2] Aghaz, A., Hashemi, A., & Sharifi Atashgah, M. S. (2015). Factors contributing to university image: The
postgraduate students’ points of view. Journal of Marketingfor Higher Education, 25(1), 104–126
[3] Alessandri, S., Yang, SU. & Kinsey, D. Corp Reputation Rev (2006). An Integrative Approach to
University Visual Identity and Reputation. Corporate Reputation Review Volume 9 Number 4
[4] Ali, M., Qureshi, M.I., & Mustapha, I. (2019). SROI in Social Enterprises: A Systematic Literature Review
of Recent Trends and Future Agenda. Societal Entrepreneurship and Competitiveness, Emerald Publishing
Limited, 203–226.
[5] Altbach, P.G., Reisberg, L., & Rumbley, L.E. (2009). Trends in global higher education: Tracking an
academic revolution. Paris: UNESCO.
[6] Alves, H., & Raposo, M. (2007, 26-29 Aug 2007). The influence of university image in student's
expectations, satisfaction and loyalty. Paper presented at the 29th Annual EAIR Forum: In search of
identity: Dilemmas in higher education, Innsbruck, Austria.
[7] Amaia Lafuente-Ruiz-de-Sabandoa, Pilar Zorrillab, Javier Forcada (2017). A review of higher education
image and reputation literature:Knowledge gaps and a research agenda. European Research on
Management and Business Economics, 24 (2018) 8–16.
[8] Andreassen, T. (1994). Satisfaction, loyalty and reputation as indicators of customer orientation in the
public sector. International Journal of Public Sector Management, 7(2), 16-34.
[9] Andreassen, T., & Lindestad, B. (1998a). Customer loyalty and complex services: The impact of corporate
image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise.
International Journal of Service Industry Management, 9(1), 7-23.
[10] Arpan, L.M., Raney, A.A., & Zivnuska, S. (2003). A cognitive approach to understand-ing university
image. Corporate Communications: An International Journal, 8(2), 97–113.
[11] Barich, H., & Kotler, P. (1991). A framework for marketing image management. Sloan Management
Review, 32, 94-104.
[12] Bennett, R., & Rentschler, R. (2003). Foreword by the guest editors. Corporate Reputation Re-view, 6(3),
207-210.
[13] Boulding, K. (1956). The image: Knowledge in life and society. MI: University of Michigan Press.
[14] Brochado, A. (2009). Comparing alternative instruments to measure service quality in higher
education. Quality Assurance in education, 17(2), 174-190.
[15] Brown, T., Dacin, P., Pratt, M., & Whetten, D. (2006). Identity, intended image, construed image, and
reputation: An interdisciplinary framework and suggested terminology. Journal of Academy of Marketing
Science, 34(2), 99-106.
[16] Carmeli, A., & Tishler, A. (2005). Perceived organizational reputation and organizational performance: An
empirical investigation of industrial enterprises. Corporate Reputation Review, 8(1), 13-30.
[17] Chin, W. W. (2010). How to write up and report PLS analyses. In Handbook of partial least squares (pp.
655-690). Springer, Berlin, Heidelberg.
[18] Christensen, L., & Askegaard, S. (2001). Corporate identity and corporate image 180 revisited - A semiotic
perspective. European Journal of Marketing, 35(3/4), 292-315.
[19] Chugh, R., & Ruhi, U. (2018). Social media in higher education: A literature review of Facebook. Education and Information Technologies, 23(2), 605-616.
[20] Clow, K., Kurtz, D., Ozment, J., & Ong, B. (1997). The antecedents of consumer expectations of services: An empirical study across four industries. The Journal of Services Marketing, 11(4), 230-248.
[21] Cooper, D.R., Schindler, P. S., & Sun, J. (2006). Business research methods (Vol. 9). New York: McGrawHill Irwin.
[22] Cornelissen, J. (2000). Corporate image: An audience centred model. Corporate Communications An
International Journal, 5, 119-125.
[23] Cronbach, L.J., & Meehl, P.E. (1955). Construct validity in psychological tests. Psychological
bulletin, 52(4), 281.
[24] Deephouse, D. (2004). The term 'reputation management': Users, uses and the trademark tradeoff.
Corporate Reputation Review, 5(1), 9-18.
[25] Dichter, E. (1985). What's in an image? The Journal of Consumer Marketing, 2(3), 75-81.
[26] Dowling, G. (2001). Creating corporate reputations. Identity, image and performance. Oxford: Oxford
University Press.
[27] Duarte, P.O., Alves, H., & Raposo, M. (2010). Understanding university image: A structural equation
model approach. International Review on Public and Nonprofit Marketing, 7(1), 21–36.
[28] Dutton, J.E., Dukerich, J.M., & Harquail, C.V. (1994). Organizational images and member
identification. Administrative science quarterly, 239-263.
[29] Elsbach, K.D. (2003). Organizational perception management. Research in organizational behavior, 25,
297-332.
[30] F. Hair Jr, J., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2013). Partial least squares structural
equation modeling (PLS-SEM) An emerging tool in business research. European Business Review, 26(2),
106-121.
[31] Ferris, G., Berkson, H., & Harris, M. (2002). The recruitment interview process: Persuasion and
organization reputation promotion in competitive labor markets. Human Resource Management Reivew,
12, 359-375.
[32] Finney, T., & Finney, R. (2010). Are students their universities' customers? An exploratory study.
Education and Training, 52(4), 276-291.
[33] Fombrun, C. (1996). Reputation: Realizing value from the corporate image. Boston: Harvard Business
School Press.
[34] Fombrun, C., & Van Riel, C. (1997). The reputational landscape. Corporate Reputation Review, 1(1/2), 5-
13.
[35] Fombrun, C., & Van Riel, C. (2003). Fame & fortune: How successful companies build winning
reputations. Upper Saddle River, NJ: Prentice Hall.
[36] Hair, J.F., Ringle, C.M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing
theory and Practice, 19(2), 139-152.
[37] Hawabhay, B., Abratt, R., & Peters, M. (2009). The role of corporate communications in developing a
corporate brand image and reputation in Mauritius. Corporate Reputation Review, 12, 3-20.
[38] Hillenbrand, C., & Money, K. (2007). Corporate responsibility and corporate reputation: Two separate
concepts or two sides of the same coin? Corporate Reputation Review, 10, 261-277.
[39] Hishamuddin F., Azleen I. (2008). Service Quality and Student Satisfaction: A Case Study at Private
Higher Education Institutions.
[40] Hishan, S.S., Ramakrishnan, S., Manokaran, K.R., Jusoh, A., Qureshi, M.I., Idris, N., & others. (2018).
Flood Disaster Management as A CSR Agenda for the Malaysian Listed Companies. The Journal of Social
Sciences Research, (SPI 2), 477–482.
[41] Hishan, S.S., Sasmoko, Khan, A., Ahmad, J., Hassan, Z. Bin, Zaman, K., & Qureshi, M.I. (2019). Access
to clean technologies, energy, finance, and food: environmental sustainability agenda and its implications
on Sub-Saharan African countries. Environmental Science and Pollution Research, 26(16), 16503–16518.
[42] Huang, M.H. (2009). Using service quality to enhance the perceived quality of store brands. Total Quality
Management, 20(2), 241-252.
[43] Ibrahim, Z.L., Khan, A., Ramli, J. Bin, & Qureshi, I.M. (2019). Relationship among Vocational Preference,
Self Concept and Educational Needs of Married Women in Women Center for Continuing Education,
Sokoto State of Nigeria. Indian Journal of Public Health Research & Development, 10(6), 1330.
[44] Irfan, A., Rasli, A., Sulaiman, Z., Sami, A., & Qureshi, M.I. (2019). The Influence of Social Media on Public Value: A Systematic Review of Past Decade. Journal of Public Value and Administration Insights, 2(1), 1–6.
[45] Jarvis, C.B., MacKenzie, S.B., & Podsakoff, P.M. (2003). A critical review of construct indicators and measurement model misspecification in marketing and consumer research. Journal of consumer research, 30(2), 199-218.
[46] Johnson, M., Gustafsson, A., Andreassen, T., Lervik, L., & Cha, J. (2001). The evolution and future of national customer satisfaction index models. Journal of Economic Psychology, 22, 217-245.
[47] Jurkowitsch, S., Vignali, C., & Kaufmann, H. (2006). Student satisfaction model for Australian higher
education providers considering aspects of marketing communications. Innovative Marketing, 2(3), 9-23.
[48] Kazoleas, D., Kim, Y., & Moffit, M. (2001). Institutional image: A case study. Corporate Communications
An International Journal, 6, 205-216.
[49] Landrum, R., Turris, R., & Harless, C. (1998). University image: The benefits of assessment and modeling.
Journal of Marketing for Higher Education, 9(1), 53-68.
[50] Latif, K., Ismail, M.N., Nazri, M., Nor, M.R.M., Qureshi, M.I., & others. (2018). Thematic Review for
Modeling of Outsourcing Theories. The Journal of Social Sciences Research, (SPI 2), 303–311.
[51] Leyla. T., Ali .T (2012). Implementation of student satisfaction index model in higher education
institutions. Procedia - Social and Behavioral Sciences 46 (2012) 3802 – 3806
[52] Lim, J.S., Lim, K.S., Heinrichs, J.H., Al-Aali, K., Aamir, A., & Qureshi, M.I. (2018). The role of hospital
service quality in developing the satisfaction of the patients and hospital performance. Management
Science Letters, 8(12), 1353–1362.
[53] Lim, K., Benbasat, I., & Ward, L. (2000). The role of multimedia in changing first impression bias.
Information Systems Research, 11(2), 115-136.
[54] MacMillan, K., Money, K., Downing, S., & Hillenbrand, C. (2005). Reputation in relationships: Measuring
experiences, emotions and behaviors. Corporate Reputation Review, 8(2), 214-232.
[55] Mazzarol, T., & Soutar, G.N. (2002). “Push-pull” factors influencing international student destination
choice. International Journal of Educational Management, 16(2), 82-90.
[56] Narteh, B. (2013). Determinants of students’ loyalty in the Ghanaian banking industry. The TQM
Journal, 25(2), 153-169.
[57] Nguyen, N., & LeBlanc, G. (2001). Image and reputation of higher education institutions in students'
retention decisions. International Journal of Educational Management, 15(6), 303-311.
[58] Nor, M.R.M., Latif, K., Ismail, M. N., Nazrid, M., Qureshie, M.I., & others. (2018). Palestine Conflict: An
Perspective from the Realm of Confiscation of Land and Legitimization. The Journal of Social Sciences
Research, (SPI 2), 367–375. https://doi.org/10.32861/jssr.spi2.367.375
[59] Oliver, R. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions.
Journal of Marketing Research, 17(4), 460-469.
[60] Parasuraman, A., Zeithaml, V., & Berry, L. (1996). The behavioral consequences of service quality.
Journal of Marketing, 60(2), 31-46.
[61] Petrick, J., Scherer, R., Brodzinski, J., Quinn, J., & Fall, A. (1999). Global leadership skills and
reputational capital: Intangible resources for sustainable competitive advantage. The Academy of
Management Executive, 13(1), 58-69.
[62] Qureshi, M.I., Elashkar, E.E., Shoukry, A.M., Aamir, A., Mahmood, N.H.N., Rasli, A.M., & Zaman, K.
(2019). Measuring the ecological footprint of inbound and outbound tourists: evidence from a panel of 35
countries. Clean Technologies and Environmental Policy. https://doi.org/10.1007/s10098-019-01720-1
[63] Qureshi, M.I., Qayyum, S., Nassani, A.A., Aldakhil, A.M., Abro, M.M.Q., & Zaman, K. (2019).
Management of various socio-economic factors under the United Nations sustainable development agenda.
Resources Policy, 64, 101515.
[64] Qureshi, M.I., Rasiah, R.A., Al-Ghazali, B.M., Haider, M., Jambari, H., Iswan, & Sasmoko. (2019).
Modeling Work Practices under Socio-Technical Systems for Sustainable Manufacturing Performance.
Sustainability, 11(16), 4294.
[65] Qureshi, M.I., Yusoff, R.M., Hishan, S.S., Alam, A.F., Zaman, K., & Rasli, A.M. (2019). Natural disasters
and Malaysian economic growth: policy reforms for disasters management. Environmental Science and
Pollution Research, 26(15), 15496–15509.
[66] Rahim N.S.A., Z.M.A.W.A.W.N.A.M. & Q.M.I. (2019). Transformational leadership style towards the quality of service in forwarding activity. International Journal of Recent Technology and Engineering, 8(1), 411–414.
[67] Rashid M., T.R.Q.M.I.S.M. (2019a). A PLS analysis on the relationship between servant leadership and academicians OCB in MTUN universities. International Journal of Engineering and Advanced Technology, 8(5), 1360–1368.
[68] Rashid M., T.R.Q.M.I.S.M. (2019b). A proposed framework of mediating role of interpersonal employee conflict between the relationship of servant leadership and academicians OCB, using PLS. International Journal of Engineering and Advanced Technology, 8(5), 1369–1374.
[69] Rasli, A. (2006). Data Analysis and Interpretation-A Handbook for Postgraduate Social Scientists (+ CD). Penerbit UTM.
[70] Rasli, A.M., Qureshi, M.I., Isah-Chikaji, A., Zaman, K., & Ahmad, M. (2018). New toxics, race to the
bottom and revised environmental Kuznets curve: The case of local and global pollutants. Renewable and
Sustainable Energy Reviews. https://doi.org/10.1016/j.rser.2017.08.092
[71] Sami, A., Jusoh, A., Md Nor, K., Irfan, A., & Qureshi, M.I. (2018). Systematic Review of Public Value.
Journal of Public Value and Administration Insights, 1(1), 1–6.
[72] Selnes, F. (1993). An examination of the effects of product performance on brand reputation, satisfaction
and loyalty. European Journal of Marketing, 27(9), 19-35.
[73] Shafiq M., T.R.Q.M.I. (2019). A developed framework of mediating role of inbound innovation strategy
between bos and innovation performance. International Journal of Engineering and Advanced Technology,
8(5), 1375–1381.
[74] Shafiq M., T.R.Q.M.I.T.J. (2019). A new framework of blue ocean strategy for innovation performance in
manufacturing sector. International Journal of Engineering and Advanced Technology, 8(5), 1382–1389.
[75] Singh, K., & Weligamage, S. (2010). Thinking towards stakeholder satisfaction in higher education: An
application of performance prism. University Business School. Panjab University. Chandigarh, India.
[76] Stuart, H. (1999). Towards a definitive model of the corporate identity management process. Corporate
Communications: An International Journal, 4(4), 200-207.
[77] Sung, M., & Yang, S. (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.
[78] Tetrevova, L., & Sabolova, V. (2005). University stakeholder management. Latest Trends on Engineering
Education. Department of Economy and Management of Chemical and Food Industry. University of
Pardubice. Pardubice.
[79] Theus, K. (1993). Academic reputations: The process of formation and decay. Public Relations Review,
19(277-291).
[80] Ultey, A. (2002). Brains, not beer, pull in punters. London: The Times Higher Education Supplement
[81] Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using
partial least squares. Journal of Information technology theory and application, 11(2), 5-40.
[82] Vidaver-Cohen, D. (2007). Reputation beyond the rankings: A conceptual framework for business school
research. Corporate Reputation Review, 10(4), 278-304.
[83] Walsh, G., Beatty, S., & Shiu, E. (2009). The customer-based corporate reputation scale: Replication and
short form. Journal of Business Research, 62(10), 924-930.
[84] Walsh, G., Mitchell, V., Jackson, P., & Beatty, S. (2009). Examining the antecedents and consequences of
corporate reputation: A customer perspective. British Journal of Management, 20(2), 187-703.
[85] Wartick, S. (2002). Measuring corporate reputation: Definition and data. Business and Society, 41(4), 371-
392.
[86] Wartick, S. (2002). Measuring corporate reputation: Definition and data. Business and Society, 41(4), 371-
392.
[87] Westbrook, R.A., & Oliver, R.L. (1991). The dimensionality of consumption emotion patterns and
consumer satisfaction. Journal of consumer research, 18(1), 84-91.
[88] Wilkins, S., & 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.
[89] Williams, S., & Moffitt, M. (1995). Corporate image as an impression formation process: Prioritising personal, organizational and environmental audience factors. Journal of PUblic Relations Research, 9(4), 237-258.
[90] Wong, P., Lee, D., & ML Ng, P. (2018). Online search for information about universities: a Hong Kong study. International Journal of Educational Management, 32(3), 511-524.
[91] Zahid, M., Rahman, H.U., Ali, W., Khan, M., Alharthi, M., Qureshi, M.I., & Jan, A. (2019). Boardroom gender diversity: Implications for corporate sustainability disclosures in Malaysia. Journal of Cleaner Production, 118683.
Downloads
Published
Issue
Section
License
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
