What does this research mean for the field?

Institutional reputation and subjective norms significantly drive university brand image, with reputation and stakeholder attitudes acting as stronger predictors than mere awareness. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

To examine the formation of university brand image by evaluating the direct and indirect influences of subjective norms and institutional reputation through awareness and attitudes.

September 5, 2026European Journal of Higher EducationOpen Access

Unpacking the building blocks of university brand image: insights from Finnish higher education

View Full Paper

Ask AI

Bookmark

To examine the formation of university brand image by evaluating the direct and indirect influences of subjective norms and institutional reputation through awareness and attitudes.
Surveyed students and alumni in Finland (N=190).
Tested hypotheses using confirmatory factor analysis, structural equation modelling, and regression-based mediation tests grounded in social representations theory.
Institutional reputation and subjective norms both exert significant direct and indirect effects on university brand image, with reputation acting as the stronger driver.
Stakeholder attitudes emerge as the most powerful predictor of university brand image, followed by brand awareness.

Discussion

No takes yet. Share an insight, caveat, or question.

Implication

Survey study reveals that institutional reputation and subjective norms shape university brand image in students and alumni, indicating that attitude management outperforms awareness campaigns.

Cite This Study

Bhaskar et al. (2026) studied this question.

synapsesocial.com/papers/6a9bd4216b95aff0620eb843 https://doi.org/10.1080/21568235.2026.2724867

View Full Paper

Ask AI

Bookmark

Implication

Survey study reveals that institutional reputation and subjective norms shape university brand image in students and alumni, indicating that attitude management outperforms awareness campaigns.

Unpacking the building blocks of university brand image: insights from Finnish higher education

Key Points

Discussion

Implication

Cite This Study

Unpacking the building blocks of university brand image: insights from Finnish higher education

Key Points

Discussion

Implication

Cite This Study

Also Consider

Also Consider