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The Relationship Between The University Image And Students' Willingness To Recommend It

Author

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  • Emanuela Maria AVRAM

    (University of Bucharest, Bucharest, Romania)

Abstract

Any higher education institution builds an image on the market which contributes to the attraction of quality students. The purpose of this paper is to emphasize the relationship between the university image and students' trust - manifested through their willingness to recommend the university. Data was collected from a significant number of respondents - higher education students studying economics in Romania, in other words 500 questionnaires were analysed. The findings show that students’ personal experience and rumours contribute to the image formation about the higher education institution and greatly influences their willingness to further recommend it therefore this becomes an indicator of the academic performance and success.

Suggested Citation

  • Emanuela Maria AVRAM, 2016. "The Relationship Between The University Image And Students' Willingness To Recommend It," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 2, pages 115-123, December.
    • Handle: RePEc:cmj:journl:y:2016:i:10:p:115-123
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    References listed on IDEAS

    as
    1. Veloutsou, Cleopatra & Moutinho, Luiz, 2009. "Brand relationships through brand reputation and brand tribalism," Journal of Business Research, Elsevier, vol. 62(3), pages 314-322, March.
    2. Darley, William K. & Luethge, Denise J. & Thatte, Ashish, 2008. "Exploring the relationship of perceived automotive salesperson attributes, customer satisfaction and intentions to automotive service department patronage: The moderating role of customer gender," Journal of Retailing and Consumer Services, Elsevier, vol. 15(6), pages 469-479.
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    Cited by:

    1. Roberta Pinna & Gianfranco Cicotto & Hosein Jafarkarimi, 2023. "Student’s Co-Creation Behavior in a Business and Economic Bachelor’s Degree in Italy: Influence of Perceived Service Quality, Institutional Image, and Loyalty," Sustainability, MDPI, vol. 15(11), pages 1-20, June.

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    More about this item

    Keywords

    University image; Willingness to recommend; Higher Education; Trust;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions

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