شکافهای دانش و یک برنامه تحقیقاتی
Abstract
1- Introduction
2- Methodology
3- The academic literature on HE image and reputation
4- Conclusions
5- Limitations
References
Abstract
Higher education institutions are investing increasing resources in order to achieve favourable perceptions among their stakeholders. However, image and reputation management is a complex issue and how stakeholders perceive universities does not always coincide with the image the latter wish to project. For this reason, in this article we address a review of the literature on higher education image and reputation to identify the main knowledge gaps and establish the research lines that merit deeper examination in the future. The gaps identified highlight the need to improve knowledge about the way perceptions (image and reputation) of university institutions are shaped, pinpointing the dimensions or essential aspects that influence their formation and determining whether their degree of influence differs when considering the perspectives of different stakeholders or individuals from different geographical areas. Theoretical propositions related to the identified gaps have been set out.
Introduction
Over recent decades sizable changes have occurred in the higher education (HE) environmentleading to an intensification of competition between higher education institutions (HEIs). The expansion of demand experienced during the second half of the 20th century gave rise to an increase in supply in terms of reach and variety (Maringe & Gibbs, 2009) which was boosted by the effects of other phenomena such as globalization and the decrease in public financing. Globalization has favoured a growing internationalization of HE, considerably increasing the numbers of international students (Altbach, Reisberg, & Rumbley, 2009) and interest from universities in capturing them. Reduction in public financing has stimulated greater competition for resources and has contributed to the privatization of HE and a proliferation of private institutions. All of the foregoing has stepped up international competition and rivalry between HEIs to attract home-based and overseas students, resources and prestigious teaching staff, leading many universities to perceive a need to build a solid favourable image and reputation among their stakeholders,these being factors of differentiation that influence their affective responses and behaviour vis-à-vis the institution(Alves & Raposo, 2007;Belanger,Mount, &Wilson, 2002; Drydakis, 2015; Helgesen & Nesset, 2007; Kheiry, Rad, & Asgari, 2012; Nguyen & LeBlanc, 2001). Consequently, universities have begun to assign more resources to bolster their image (Curtis, Abratt, & Minor, 2009). However, reality in universities and the perception their stakeholders have ofthem do not always go hand in hand (Landrum, Turrisi, & Harless, 1999), indicating that image and reputation management is a key issue not devoid of difficulties. Indeed,there is still little knowledge concerning aspects critical for effectively and efficiently managing university image (Curtis et al., 2009), due to the scant attention paid to this to date in the academic research field (Aghaz, Hashemi, & Sharifi Atashgah, 2015; Duarte, Alves, & Raposo, 2010; Luque & Del Barrio, 2009; Wilkins & Huisman, 2015).