Measuring a University’s Image: Is Reputation an Influential Factor?

Abstract

Today, the higher education sector can be considered a market and, within it, private university education is a common marketable service in the literature on higher education management. Research on the analysis of the variables that generate the university image has been the subject of numerous investigations. Although there is no generally accepted definition, most authors approach the measurement of image through multi-factor scales, with variables relating to functional and psychological elements. This research aims to contribute to study of the most determinant variables in measuring a product’s image, assessing especially the effect of the reputation construct. This was done through measuring the image of the “private university” product as perceived by citizens of Andalusia, based on a standardized model with three dimensions—functional and affective aspects and reputation. After adapting and validating the questionnaire, a two-phase procedure is performed with double validation through exploratory and confirmatory factor analysis. The results show an adapted scale valid for measuring the image of a generic product; with presentation and discussion of a series of advantages of incorporating reputation and measuring image through models with three dimensions. This article goes deeper into the possible influence of reputation as a determinant factor in measuring image, an assumption arising from some models for measuring image, something that so far has not been sufficiently contrasted.