“…Earlier academic research has shown that a favourable reputation in HE is crucial (see e.g. Theus, 1993;Suomi and Järvinen, 2013) because it plays a key role in prospective students' decision making (Soutar and Turner, 2002;Brewer and Zhao, 2010;Tuominen, 2011). It is also related to student satisfaction (Brown and Mazzarol, 2009;Alves and Raposo, 2010), and to students' supportive attitude towards the university (Sung and Yang, 2008) as well as their retention and loyalty (Nguyen and Leblanc, 2001;Helgesen and Nesset, 2007).…”