The university imagea model of overall image and stakeholder perspectives

  1. Amaia Lafuente-Ruiz-de-Sabando 1
  2. Javier Forcada 1
  3. Pilar Zorril 1
  1. 1 Universidad del País Vasco/Euskal Herriko Unibertsitatea
    info

    Universidad del País Vasco/Euskal Herriko Unibertsitatea

    Lejona, España

    ROR https://ror.org/000xsnr85

Journal:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Year of publication: 2019

Volume: 19

Issue: 1

Pages: 63-86

Type: Article

DOI: 10.5295/CDG.160720AL DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Management Letters / Cuadernos de Gestión

Abstract

Con el fin de avanzar en el conocimiento de los factores que influyen sobre la formación de la imagen de las universidades, en esta investigación se planteó un modelo de medición desde la perspectiva de la sociedad que fue validado utilizando técnicas de análisis de estructuras de covarianzas. Además, se realizó una valoración de la invarianza en la medición orientada a conocer las implicaciones que tiene sobre la formación de la imagen la consideración de perspectivas de diferentes colectivos. Se seleccionaron cinco muestras (sociedad, alumnos potenciales, alumnos actuales, titulados y empresas) que sumaron 1760 encuestados. Los resultados revelaron que la imagen afectiva y las percepciones sobre los recursos docentes y la capacitación de los titulados influyen de manera significativa en la formación de la imagen desde la perspectiva de la sociedad, y que la estructura de la imagen identificada desde dicha perspectiva es compartida por las empresas, aunque con ciertas diferencias. Sin embargo, el modelo demanda adaptaciones al considerar las perspectivas del alumnado potencial, actual y titulado. Las cuestiones afectivas se revelaron determinantes en la formación de la imagen en los cinco colectivos, radicando las diferencias en aspectos cognitivos. Estos resultados representan una contribución de valor para la literatura de marketing dados los escasos trabajos que han analizado la imagen de la universidad desde la perspectiva de la sociedad o que han comparado stakeholders. Además, pueden orientar a los gestores universitarios en la determinación de los aspectos sobre los que conviene actuar para proyectar una imagen favorable hacia audiencias diversas

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Funding information

We thank the University of the Basque Country UPV/EHU for the financing received for developing Project NUPV 13/14, within which this study is framed.

Funders

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