Factors contributing to university image: the postgraduate students' points of view

Despite several studies having been conducted to examine organizational image from a business perspective, there has not been adequate research in the area of perceived image in nonprofit organizations such as universities. Thus, the purpose of this study was to examine the factors contributing to u...

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Bibliographic Details
Published in:Journal of marketing for higher education 2015-01, Vol.25 (1), p.104-126
Main Authors: Aghaz, Asal, Hashemi, Amin, Sharifi Atashgah, Maryam S.
Format: Article
Language:English
Subjects:
College Environment
College Faculty
College students
Colleges & universities
Correlation
Educational Planning
Foreign Countries
Graduate Students
Higher education
Iran
Likert Scales
Multiple Regression Analysis
Nonprofit organizations
Organizational Climate
Organizational Culture
organizational trust
Participant Characteristics
postgraduate students
Predictor Variables
Questionnaires
Reputation
Statistical Analysis
Statistical Distributions
Student Attitudes
Student Surveys
Trust (Psychology)
Universities
university image
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Summary:Despite several studies having been conducted to examine organizational image from a business perspective, there has not been adequate research in the area of perceived image in nonprofit organizations such as universities. Thus, the purpose of this study was to examine the factors contributing to university image, from the postgraduate students' point of view. In addition, the impact of the students' perceived university image on their organizational trust was examined. The population of this study consisted of postgraduate students in 10 of the top Iranian universities. Questionnaires were used to collect the required data. The findings indicated the difference between current practices and ideal values of the factors contributing to the university image. Based on our findings, the factors contributing to university image range from internal and international reputation, university members, and academic planning, to university environment. Furthermore, we found that university image has a significant impact on students' trust in their university.
ISSN:0884-1241
1540-7144
DOI:10.1080/08841241.2015.1031314