TY - JOUR
T1 - Factors affecting university image formation among prospective higher education students
T2 - the case of international branch campuses
AU - Wilkins, Stephen
AU - Huisman, J.
PY - 2015/4/8
Y1 - 2015/4/8
N2 - Previous research has found that the images of universities formed by prospective students greatly influence their choices. With the advent of international branch campuses in several higher education hubs worldwide, many international students now attempt to construct images of these institutions when deciding where to study. The aim of this research is to identify the sources of information and other influences that impact upon the images of international branch campuses formed by prospective undergraduate students. The study involved 407 students studying at nine international schools in the United Arab Emirates (UAE). It was found that recommendations and feedback resulting from personal relationships was by far the most influential factor shaping the images of institutions constructed by students. It was also discovered that elite institutions can benefit from positive home campus images based on heritage and prestige, which positively influence the images constructed of the international branch campuses operated by these institutions. The implications of the findings for higher education institutions are discussed.
AB - Previous research has found that the images of universities formed by prospective students greatly influence their choices. With the advent of international branch campuses in several higher education hubs worldwide, many international students now attempt to construct images of these institutions when deciding where to study. The aim of this research is to identify the sources of information and other influences that impact upon the images of international branch campuses formed by prospective undergraduate students. The study involved 407 students studying at nine international schools in the United Arab Emirates (UAE). It was found that recommendations and feedback resulting from personal relationships was by far the most influential factor shaping the images of institutions constructed by students. It was also discovered that elite institutions can benefit from positive home campus images based on heritage and prestige, which positively influence the images constructed of the international branch campuses operated by these institutions. The implications of the findings for higher education institutions are discussed.
UR - http://www.scopus.com/inward/record.url?eid=2-s2.0-84931566711&partnerID=MN8TOARS
U2 - 10.1080/03075079.2014.881347
DO - 10.1080/03075079.2014.881347
M3 - Article
SN - 0307-5079
VL - 40
SP - 1256
EP - 1272
JO - Studies in Higher Education
JF - Studies in Higher Education
IS - 7
ER -