The influence of organizational image on college selection: what students seek in institutions of higher education
Colleges and universities rely on their image to attract new members. This study focuses on the decision-making process of students preparing to apply to college. High school students were surveyed at college open houses to identify the factors most influential to their college application decision-making. A multi-methods analysis found that institutional characteristics were more influential than interpersonal or informational resources used by students. More specific results revealed that size, housing, and knowing someone who attended a school predicted students' views of the school's atmosphere. Key findings are discussed and recommendations offered to address issues related to organizational image.
Year of publication: |
2010
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Authors: | Pampaloni, Andrea M. |
Published in: |
Journal of Marketing for Higher Education. - Taylor & Francis Journals, ISSN 0884-1241. - Vol. 20.2010, 1, p. 19-48
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Publisher: |
Taylor & Francis Journals |
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