Three Root Causes for the Impasse in Reputation Measurement for Higher Education Institutions-Reference-Cited by-同舟云学术

Three Root Causes for the Impasse in Reputation Measurement for Higher Education Institutions

Published:2024-06-01 Issue:2 Volume:52 Page:26-45
ISSN:2353-8414
Container-title:Marketing of Scientific and Research Organizations
language:en
Short-container-title:

Author:

Redler Joern¹^ORCID,Morschheuser Petra²^ORCID

Affiliation:

1. School of Business , Mainz University of Applied Sciences , Lucy-Hillebrand-Straße 2 , Mainz , Germany

2. Department for Business Studies , Baden-Wuerttemberg Cooperative State University Mosbach , Arnold-Janssen-Straße 9-13 , Mosbach , Germany

Abstract

Abstract Monitoring the reputation of Higher Education Institutions is a key challenge. Despite decades of research and theory in Higher Education marketing addressing this issue, a definitive method for capturing and monitoring reputation of such institutions has yet to emerge. This paper argues that research into a theoretically sound method for capturing and monitoring the reputation of Higher Education Institutions has stalled due to three significant obstacles: (a) the complexity of defining the construct of reputation itself, (b) ongoing disputes regarding the appropriate methods of measurement for the constructs of reputation, (c) insufficient tailoring of the construct of reputation to the distinctive nature of Higher Education Institutions.

Publisher

Walter de Gruyter GmbH

Link

https://www.sciendo.com/pdf/10.2478/minib-2024-0008

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