Do higher education institutes communicate trust well?

Paul Gibbs and Aftab Dean

Journal of Marketing for Higher Education, 2015, vol. 25, issue 2, 155-170

Abstract: The relationship between trust and information sources for new purchasers of higher education is discussed. A range of sources is evaluated by potential entrants into UK higher education, and indicates that universities tend to be regarded as the most trustworthy when information is directly associated with them and social networks, and friends and student-derived sources the least, along with Key Information Set data.

Date: 2015
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DOI: 10.1080/08841241.2015.1059918

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