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Determinants of university reputation: conceptual model and empirical investigation in an emerging higher education market

Vikrant Kaushal (Indian Institute of Management Sirmaur, Sirmaur, India)
Deepak Jaiswal (Amity School of Business, Amity University Patna, Patna, India)
Rishi Kant (Department of Retail and Logistics Management, Central University of Haryana, Mahendragarh, India)
Nurmahmud Ali (Lovely Professional University, Phagwara, India)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 6 July 2021




The study aims to explore and test the integrated relationships between university reputation and its key antecedents. In doing so, theoretically derived antecedents of university reputation were examined. The study reports the complex interplay among image, quality, value, satisfaction and attachment and their subsequent effect on reputation.


A quantitative method was used to achieve research objectives. Data collected from students enrolled in major private university in Northern India were analysed to test the proposed model directly and indirectly using structural equation modelling (SEM).


The findings confirmed most of the hypothesised relationships. Prominently, image construct was found to be significantly affecting students' quality perceptions along with satisfaction, attachment, value and importantly reputation. The study found evidence for the impact of students' attachment on university reputation. Findings also indicated the presence of several indirect relationships among the considered dimensions.

Research limitations/implications

Current research offers implications for universities that are met with the perpetual challenge of survival in the competitive higher education (HE) marketplace. Findings from the study not only help build theory on university reputation but make essential contribution towards guiding managers in developing effective strategies by building reputation via concentrating on the most crucial determinants.


Although research in HE marketing is growing, effects of student attachment towards building reputation has not garnered attention, which is theoretically a vital construct. The paper presents new framework to realise university reputation with the help of integrated relationships among select dimensions in the setting of an emerging HE market.



Kaushal, V., Jaiswal, D., Kant, R. and Ali, N. (2021), "Determinants of university reputation: conceptual model and empirical investigation in an emerging higher education market", International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print.



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