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ERIC Number: EJ892299
Record Type: Journal
Publication Date: 2010-Jan
Pages: 30
Abstractor: As Provided
ISSN: ISSN-0884-1241
The Influence of Organizational Image on College Selection: What Students Seek in Institutions of Higher Education
Pampaloni, Andrea M.
Journal of Marketing for Higher Education, v20 n1 p19-48 Jan 2010
Colleges and universities rely on their image to attract new members. This study focuses on the decision-making process of students preparing to apply to college. High school students were surveyed at college open houses to identify the factors most influential to their college application decision-making. A multi-methods analysis found that institutional characteristics were more influential than interpersonal or informational resources used by students. More specific results revealed that size, housing, and knowing someone who attended a school predicted students' views of the school's atmosphere. Key findings are discussed and recommendations offered to address issues related to organizational image. (Contains 5 tables.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A