An Analysis of Academic Reputation as Perceived by Consumers of Higher Education

Michael J. Conard and Maureen A. Conard

Journal of Marketing for Higher Education, 1999, vol. 9, issue 4, 69-80

Abstract: A college's academic reputation (AR) plays a significant role in positioning the institution. Survey responses of college-bound high school seniors suggest that a majority of respondents view successful postgraduate careers as very important to the perception of AR and very likely to be attributed to a college with very good AR. A principle components factor analysis revealed three factors that describe the perception of AR (i.e., Academic Concerns, Campus Ethos, Practical Value). In a similar analysis three factors were found likely to be associated with very good AR (i.e., Curricular Concerns, Exclusivity, Career Preparation).

Date: 1999
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DOI: 10.1300/J050v09n04_05

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