ERIC Number: EJ1075945
Record Type: Journal
Publication Date: 2015
Abstractor: As Provided
Reference Count: 52
Do Higher Education Institutes Communicate Trust Well?
Gibbs, Paul; Dean, Aftab
Journal of Marketing for Higher Education, v25 n2 p155-170 2015
The relationship between trust and information sources for new purchasers of higher education is discussed. A range of sources is evaluated by potential entrants into UK higher education, and indicates that universities tend to be regarded as the most trustworthy when information is directly associated with them and social networks, and friends and student-derived sources the least, along with Key Information Set data.
Descriptors: Higher Education, Organizational Communication, Trust (Psychology), Information Sources, Student Recruitment, Commercialization, Marketing, Questionnaires, College Applicants, Statistical Analysis, Regression (Statistics), Correlation, Gender Differences, Age Differences, Nonparametric Statistics, Social Networks, Foreign Countries
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A
Identifiers - Location: United Kingdom