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Corporate Image: Influencing Factors from the Viewpoint of Students of Distance Learning Courses

Author

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  • Fábio Reis da Costa

    (Foundation of Support to the Technical School of the State of Rio de Janeiro - FAETEC / State University of North of Fluminense Darcy Ribeiro - UENF Federal University of Rio de Janeiro - UFRJ)

  • Anderson Soncini Pelissari

    (Federal University of Espírito Santo - UFES)

Abstract

New information technologies enable different interactions in the educational environment, affecting how students perceive and construct images about educational institutions that have adopted distance-learning programs. This article identifies which factors are associated with the perception of corporate image, from the viewpoint of distance-learning students at public higher-education institutions. The proposed study is quantitative in nature. The research analysis units are Higher Education Institutions in the State of Rio de Janeiro (Brazil) that offer e-Learning undergraduate courses in the CEDERJ consortium. The units of observation are students enrolled at the São Fidélis hub. Data were collected using a questionnaire and analyzed using the SPSS program. The study demonstrated both the multidimensionality of the image and that the institution’s Global Image is associated most strongly with its “Quality”. In turn, “Virtual Environment” was the factor most strongly associated with Affective Image.

Suggested Citation

  • Fábio Reis da Costa & Anderson Soncini Pelissari, 2017. "Corporate Image: Influencing Factors from the Viewpoint of Students of Distance Learning Courses," Brazilian Business Review, Fucape Business School, vol. 14(1), pages 108-130, January.
    • Handle: RePEc:bbz:fcpbbr:v:14:y:2017:i:1:p108-130
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    References listed on IDEAS

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    1. James Liou & Mei-Ling Chuang, 2010. "Evaluating corporate image and reputation using fuzzy MCDM approach in airline market," Quality & Quantity: International Journal of Methodology, Springer, vol. 44(6), pages 1079-1091, October.
    2. Wynne W. Chin & Barbara L. Marcolin & Peter R. Newsted, 2003. "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study," Information Systems Research, INFORMS, vol. 14(2), pages 189-217, June.
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    Cited by:

    1. Baruk Agnieszka Izabela & Goliszek Anna, 2018. "Changes of associations with the university as an employer - opinions of potential young polish employees," Marketing of Scientific and Research Organizations, Sciendo, vol. 28(2), pages 1-18, June.

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