A REVIEW OF HIGHER EDUCATION IMAGE AND REPUTATION LITERATURE: KNOWLEDGE GAPS AND A RESEARCH AGENDA

Amaia Lafuente-Ruiz-de-Sabando (), Pilar Zorrilla () and Javier Forcada ()
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Amaia Lafuente-Ruiz-de-Sabando: Universidad del País Vasco, UPV/EHU (España)
Pilar Zorrilla: Universidad del País Vasco, UPV/EHU (España)
Javier Forcada: Universidad del País Vasco, UPV/EHU (España)

European Research on Management and Business Economics (ERMBE), 2018, vol. 24, issue 1, 8-16

Abstract: Higher education institutions are investing increasing resources in order to achieve favourable perceptions among their stakeholders. However, image and reputation management is a complex issue and how stakeholders perceive universities does not always coincide with the image the latter wish to project. For this reason, in this article we address a review of the literature on higher education image and reputation to identify the main knowledge gaps and establish the research lines that merit deeper examination in the future. The gaps identified highlight the need to improve knowledge about the way perceptions (image and reputation) of university institutions are shaped, pinpointing the dimensions or essential aspects that influence their formation and determining whether their degree of influence differs when considering the perspectives of different stakeholders or individuals from different geographical areas. Theoretical propositions related to the identified gaps have been set out. / 0

Keywords: Higher education; Image; Reputation; Literature review; Knowledge gaps (search for similar items in EconPapers)
JEL-codes: I23 M31 (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (8)

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