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A university’s brand is a key competitive advantage in higher education (HE). This study examines the university's reputation’s intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran.

A quantitative method was used to achieve research objectives. The data collected from students enrolled in major private universities in the capital of Iran were analyzed to test the proposed model, both directly and indirectly, using structural equation modeling (SEM).

The findings confirmed all of the hypothesized relationships. Prominently, the core service construct (emotional environment, perceived faculty and course suitability) was found to be significantly affecting the university brand reputation. The study found evidence for the impact of university reputation on students' loyalty. Findings also indicated the presence of several indirect relationships among the considered dimensions.

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

Although research in HE marketing is growing, the effects of university core services on building loyalty have not garnered attention, which is theoretically a vital construct. The paper presents a new framework to realize university brand loyalty with the help of integrated relationships among select dimensions in the setting of an emerging HE market.

Nowadays, universities increasingly consider reputation as a key component for improving quality and rankings. A positive reputation opens doors to added value and diverse opportunities. This paper aims to explore Middle Eastern higher education managers' perceptions of university reputation components.

Given the significance of this concept in Middle Eastern universities, a descriptive phenomenological qualitative approach is adopted to identify these key components. The study includes interviews with university managers, and data are collected through semi-structured interviews and analyzed thematically.

The findings reveal that, from the perspective of higher education managers, university reputation is influenced by four main components: university management and leadership, quality and performance, identity and image and social responsibility. These components are tailored to the context of Middle Eastern countries.

Practical implications are clearly laid out in the form of four key themes for higher education managers in Middle Eastern countries to manage reputation.

The study’s outcomes can be used as a guide for university managers in developing countries to change the situation in their favor and achieve great success in the competitive condition of universities by planning and making policies in this direction. Also, the managers of higher education in the Middle Eastern countries can take advantage of the components of this study to improve the quality and quantity of their universities and take an important step towards increasing the university’s reputation at the international level.

Competitive universities try to improve their reputation to attract the best students as university reputation is a significant factor affecting the decision of a student. In this context, universities need a systematic management plan to improve their reputation among the stakeholders. This study aims to identify the factors affecting university reputation with the University Reputation Model. This model includes quality of services, emotional appeal, employee competence, academic leadership, student orientation, and social responsibility as possible factors affecting university reputation. .

Survey methodology was used in the current study. A total of 1000 questionnaires were collected from the stakeholders: students, alumni, academic and administrative staff. A structural equation modeling technique was used to analyze the data.

According to the results, quality of services and emotional appeal affect university reputation directly. Furthermore, employee competence, academic leadership, and student orientation have indirect effects on university reputation with the mediating effect of quality of services. Besides, emotional appeal mediates the effect of student orientation and social responsibility on university reputation.

A University Reputation Model is developed to explore significant direct and indirect effects of employee competence, academic leadership, student orientation, and social responsibility on the quality of services, emotional appeal, and university reputation. Furthermore, a measurement instrument applicable to various stakeholders of a university is developed. Additionally, large-scale data is collected from the stakeholders in Turkey to increase the validity of the findings.

This paper aims to study students' strategic behaviors for increasing their job prospect in response to university administrators' moves for lifting up institutional reputation in the academia.

A Stackelberg differential game is used to study this strategic interplay between administrators and students. In this game, an administrator maximizes institutional quality to build university reputation while student maximizes grades to increase their job prospects. Therefore, administrators being the leader move first while students set strategies for maximizing their objective function by following administrators' move.

The study produces several distinctive results by analyzing administrator–students’ strategic interactions. First, university administrators need to be sufficiently more impatient for building reputation by improving institutional quality than students’ impatience for increasing their job prospects to have feasible solutions. Second, students attempt to increase academic grades for making them more marketable in response to administrators’ additional efforts for increasing their students’ job prospects. Third, exogenous increase in university reputation improves institutional quality and students’ job prospects without affecting their academic grades. However, increase in job prospects motivates students to increase their grades. Fourth, administrators’ too much impatience for increasing university reputation could inflate students’ grade, reduce job prospect and degrade institutional quality. Fifth, an exogenous rise in students’ impatience improves institutional quality and students’ job prospects but reduces students’ grades. Finally, the exogenous increase in opportunity cost of securing good grade degrades institutional quality, thus reducing further job prospects. Therefore, administrators’ positive but moderate impatience for reputation will improve students’ academic performances, institutional quality and job prospects.

To the best of the authors’ knowledge, this is the first study to analyze students’ strategic responses for improving their job prospects in response to administrators’ actions for enhancing university reputation. It helps administrators to design an effective framework for building university reputation in the academic market through improving institutional quality and expanding job markets for their students.

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.

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.

Despite promising conceptual developments in value co-creation behaviors, the scholarly attention afforded to the importance of the university website features in strengthening the university brand image and reputation through students’ value co-creation behaviors is limited. University website features are conceptualized as a hierarchical construct with three dimensions: usability, availability and information. This study aims to investigate the effect of university website features and value co-creation behaviors of students on promoting brand image and brand reputation at Islamic Azad University in Iran.

This study is quantitative. Using convenience sampling techniques, a responsive group of 384 students was chosen from the Islamic Azad University of Tehran in Iran. Survey methods were used for data collection. Partial least squares structural equation modeling was used to test the derived hypotheses.

The findings of this study indicated that website features have a positive effect on fostering value co-creation behaviors (participation and citizenship behavior), and participation behavior, in turn, improves university brand image and reputation. At the same time, among value co-creation behaviors, citizenship behavior has no impact on the university’s brand image. Finally, the brand image formed through website features and participation behavior positively affects brand reputation.

This study was conducted in the higher education (HE) sector in one cosmopolitan Iranian city (i.e. Tehran), to which Iranians from other cities travel for studying. Thus, the results of this survey include a variety of subcultures. In the future, a study that incorporates all major metropolitan cities of Iran may increase the generalizability of the findings. Unrelated to the purpose of this study, a future research study may extend the currently studied geographical dimensions and examine the antecedents of university brand reputation across different nations using a cross-cultural approach.

Pragmatically, the findings of this study urge university policymakers, information technology managers and marketers to consider the university website’s unique role in assisting co-creation behavior, which in turn promotes university brand image and reputation in the HE market. One of the ways to assess a university’s brand image and reputation is through the university ranking system. Ascending the ranking system can allow a university to attract qualified students.

These findings contribute to the marketing literature by empirically validating the three elements in the website features construct, providing intelligence on how website features can drive value co-creation behaviors, brand image and reputation. Also, results revealed that the brand image of universities positively affects brand reputation. This study highlights the importance of national and international rankings of universities and students’ sensitivity to such rankings. Undoubtedly, this is evident in Iranian students’ behavior in selecting their university.

This study analyzed the effects of the visibility and evaluation of universities in news media coverage on the development of their private and public third-party funds.

The paper uses the concept of media reputation to investigate the effects of news media coverage on the outcome of funding decisions by firm managers and scientific experts. Extensive news media data from 2011 to 2017, collected with manual content analysis, were combined with economic data on Swiss universities.

The results show that a more positive evaluation in the news media leads to the positive development of private, but not public, third-party funding. Surprisingly, visibility in the news media has a negative effect on private third-party funding.

The effects of media reputation are dependent on the stakeholders under review. However, this study's design does not yield evidence on direct causal effects. Further studies could, therefore, use surveys to analyze the decision-making processes of individuals regarding their relative dependency on news media consumption.

This study demonstrates that positive evaluation in the news media represents an asset for universities when striving for more private third-party funding. Public relations (PR) activities aimed at the news media, therefore, can help universities attract additional funding.

The paper shows that in a digitized media environment, the news media still represent an important source for information about scientific organizations.

The study was the first to analyze the effects of media reputation on the third-party funding of universities.

This study investigated the reputation of Swiss universities on Twitter. It gives detailed insights on how the reputation of universities was constituted in a digitized media environment.

The reputation of universities was conceptualized as a multidimensional construct with an overarching scientific and corporate dimension. It was measured for academic and societal stakeholders as well as for the media. Tweets about Swiss universities were collected through the Twitter application programming interface (API) and analyzed with a manual content analysis.

Academic stakeholders had a stronger focus on the scientific dimension of reputation and evaluated universities more positively than societal stakeholders or the news media. The news media were the main source of negative evaluations of universities on Twitter.

The study showed a dichotomy between the scientific dimension on the one hand, and the corporate dimensions of reputation on the other hand, and thus implies a decoupling of scientific and corporate reputation. However, the findings should be explored beyond Twitter to be more generalizable.

The news media play an important role in the constitution of the scientific and corporate reputation of universities on Twitter. An orientation toward the news media, therefore, remains a promising strategy to manage reputation.

The news media are an important source of information for academic and societal stakeholders. Thus, they can contribute to integrating academic and societal stakeholder groups by producing a common base of knowledge of higher education and its organizations.

This is the first study to comprehensively measure the reputation of universities on Twitter.

The purpose of this paper is to explore the effect that a prospective pathway college affiliated to a large comprehensive university in Sydney may have on the university's reputation. In particular, the association of reputation with preference for a pathway college, brand awareness and the opinion of college brand are examined.

An online survey was conducted in metropolitan Sydney, Australia, and produced 501 questionnaires responses. A correlation study was used to analyse the relationship between variables of preference for college, perceived reputation, brand awareness and opinion of college brand.

The community reacted positively to a prospective college by agreeing that its merit is in providing a second chance for disadvantaged students and added to the diversity profile of the university. Reputation predicted brand awareness, preference for the college and the opinion of the college brand. Teaching quality of the college is found to be the most important factor to enhance the reputation of the university as well as brand.

The paper explores the difference and relationship between reputation and brand awareness in a higher education context and how this influenced students' decisions. This knowledge has useful implications for higher education management practice.

This study of a university merger seeks to shed new light on reputation‐building, which has remained unexplored in the mergers and acquisitions (M&As) literature. It aims to study how key actors seek to build the reputation of the new university and how issues related to reputation become (re)constructed in different forums and vis‐à‐vis different stakeholders.

The paper offers a longitudinal critical discourse analysis of a merger of three universities in Finland. The qualitative empirical material comprises university communications materials and media texts.

The study illustrates dynamics of reputation‐building in a university merger. It shows how the need to become an innovative “world‐class” university acts as an imaginary incentive, and predictions of an inevitable future are used to legitimize radical actions. The study also highlights the contradictions and controversies involved.

The study complements extant M&As literature by offering a unique focus on reputation‐building. More broadly, it offers an empirically‐based critical analysis of university reform in the global economy. It suggests that the ways in which reputation‐building activities impact on the (dis‐)identification of academic staff in higher education reforms needs to be studied further.