Toward the Model of University Image: The Influence of Brand Personality, External Prestige, and Reputation

Abstract

Although the concepts of image and reputation have been increasingly emphasized in the fields of public relations and marketing, the association of these 2 concepts has not been empirically studied within the public relations domain. Furthermore, although significant research into corporate image has been established, relatively less image research has been conducted on service-oriented organizations such as universities. The purpose of this study is to assess the impact of institutional image and image-related constructs on students' supportive attitude, which represents the student's commitment to and identification with the organization. After identifying the components that construct corporate image, the study examines the relationships among these constructs under the concept of corporate image. It also attempts to analyze the impact of this image in order to understand its influence on student recruitment, and to describe the strategic implications for university communication management. Structural equation modeling was used to analyze data obtained from a survey of 1,642 university students. The result of statistical analysis is provided with a proposed model of university image.