University Image: The Benefits of Assessment and Modeling

R. Eric Landrum, Rob Turrisi and Clayton Harless

Journal of Marketing for Higher Education, 1998, vol. 9, issue 1, 53-68

Abstract: Residents across a state were asked about their opinions about a regional university. Using closed- and open-ended questions in mailed surveys, information about university image was collected. Results indicate that residents have one of two opinions about the university—either they have a general, positive opinion (halo effect) or no opinion. LISREL modeling of the data point to the significant components of university image and how they influence the decision to send a son or daughter to the university, which in turn leads to a better understanding of the impact of university image. More work with varying populations and a variety of universities needs to be published to contribute to a general, overall understanding of the impact of university image.

Date: 1998
References: Add references at CitEc
Citations: View citations in EconPapers (8)

Downloads: (external link)
http://hdl.handle.net/10.1300/J050v09n01_05 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:9:y:1998:i:1:p:53-68

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/WMHE20

DOI: 10.1300/J050v09n01_05

Access Statistics for this article

Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().