IDEAS home Printed from https://ideas.repec.org/a/taf/jmkthe/v34y2024i2p736-753.html
   My bibliography  Save this article

Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands

Author

Listed:
  • Önder Kethüda

Abstract

This study evaluates the influence of ranking reports on university brands’ credibility and perceived differentiation. Signaling theory is applied to link ranking with credibility and perceived differentiation. An experimental approach was used to collect data and to test the hypothesis. Data was collected from 328 participants in the UK regarding the two university brands with that they are the most familiar. Covariance analysis was applied to test the hypothesis. The results indicate that the ranking of HEIs influences the brand credibility and perceived differentiation of university brands, particularly when they send signals and messages about attributes associated with academic success. Although experts debate the ranking tables’ validity, these results indicate that prospective students and their families evaluate ranking reports as independent corroboration. This paper provides evidence on how critical the ranking is to create a solid and distinctive university brand.

Suggested Citation

  • Önder Kethüda, 2024. "Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 34(2), pages 736-753, July.
  • Handle: RePEc:taf:jmkthe:v:34:y:2024:i:2:p:736-753
    DOI: 10.1080/08841241.2022.2059733
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/08841241.2022.2059733
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1080/08841241.2022.2059733?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jmkthe:v:34:y:2024:i:2:p:736-753. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/WMHE20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.