A causal model predicting student intention to enrol moderated by university image: using strategic management to create competitive advantage in higher education

Matherly, Laura L.

doi:10.1504/ijmie.2012.044000

Cited by 12 publications

(8 citation statements)

References 32 publications

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“…Universities aim to present a ‘polished, unified media image’ (Brass and Rowe, , p. 53; see also Wernick, ). In doing so, they are alleged to exaggerate employment prospects, academic quality and the pleasures of university social life (Duarte et al ., ; Matherly, ). In the UK, they project desirable images by promoting their membership of university ‘mission groups’.…”

Section: Impression Management and Language Choicementioning

confidence: 99%

‘Environment’ Submissions in the UK's Research Excellence Framework 2014

Thorpe

Craig

Tourish

et al. 2017

British J of Management

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There has been much debate about university research assessment exercises. In the UK, a major element of the 2014 Research Excellence Framework (REF2014) has been the research environment. Here we analyse 98 REF2014 ‘environment’ submissions in Business and Management Studies. We explore whether there are distinctive language‐related differences between submissions of high and low ranked universities and conclude that submission writers have a strong incentive to exaggerate strengths and conceal problems. In addition, innate biases such as the ‘halo’ and ‘velcro’ effects may distract the attention of assessors from a submission's strengths and weaknesses, since they are likely to influence their pre‐existing impressions. We propose several changes to improve how environment is evaluated. We also argue that the research environment would be more likely to be enhanced if the number of outputs submitted in future was an average of two and a maximum of four per academic, rather than the maximum of five currently being considered.

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Section: Impression Management and Language Choicementioning

confidence: 99%

‘Environment’ Submissions in the UK's Research Excellence Framework 2014

Thorpe

Craig

Tourish

et al. 2017

British J of Management

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“…Perception of graduate training. There are several works whose results have suggested that the orientation and training that a university provides its students (Beerli et al 2002;Traverso 2002), opportunities for its graduates to make a transition into employment (Duarte et al 2010;Matherly 2012), and the quality of study plans (Traverso 2002) and learning contents (Maric et al 2010) exert a relevant positive influence on university image. Based on these works, we considered the dimension "graduate training" and defined it as society's perception of the skills a university develops in its students so they can take up a job after concluding their studies.…”

Section: Conceptualization Of the University Image: A Higher-order Fomentioning

confidence: 99%

“…Educational institutions need to obtain resources from various sources (student enrolments, money from taxpayers, donations or subsidies) to be able to offer their services. Different works that have developed or employed measurement models of university image have regarded the cost and/or funding of the institution as one of the variables that impact its formation (Landrum et al 1999;Traverso 2002;Luque and Del Barrio 2008;Matherly 2012). In this regard, while Matherly (2012) considered cost for students, Landrum et al (1999) took into account society's perception of the funding the university receives from the State.…”

Section: Conceptualization Of the University Image: A Higher-order Fomentioning

confidence: 99%

The university image: a model of overall image and stakeholder perspectives

Sabando¹,

Forcada²,

Calvo³

2019

cuadernosgestion

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In order to further knowledge regarding the factors that have most influence on the university image, a measurement model was established in this research from the perspective of society and validated using covariance structure analysis. In addition, to ascertain whether such factors and/or their degree of influence differ among stakeholders, an evaluation of measurement invariance was conducted to find out what implications there are for image formation when the perspectives of the different stakeholders are considered. Five samples of stakeholders were used (society, prospective students, current students, graduates, and companies), totaling 1760 respondents. The results showed that affective image, perception of teaching resources, and perception of graduate training significantly influence the formation of overall university image from the perspective of society and that the image structure identified from this perspective is shared by companies, although some differences are observed. However, the model needs adapting to consider the perspectives of prospective students, current students, and graduates. The results also suggested that affective issues have a major importance in image formation from the perspective of all the stakeholders considered and that it is in the cognitive aspects where differences between them become more patent. These findings constitute a valuable contribution for marketing literature as so few works have addressed the study of the university image adopting the standpoint of society or the comparison of different stakeholders. Further, they provide guidance to university managers when determining which aspects are recommendable to act upon for the projection of a favorable image to various audiences.

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“…A study done by Matherly (2011) reveals that reputable universities affect the probability of parents sending their children to enroll in them for their programs. The author's study on decision criteria used by students in selecting a university and factors that influence the image of a university found that reputation of a higher learning institution has an impact on students' attitudes towards postgraduate enrollment.…”

Section: The Moderating Role Of University Reputationmentioning

confidence: 99%