Universities’ enrollment challenge: The role of corporate image in higher education
This paper focuses on gathering information regarding the importance of the university image for students and its influence on student satisfaction, loyalty and enrollment intentions. Consequently, the main aim of the paper is to evaluate whether the corporate image of a particular higher education...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics and Business in Osijek
2020-01-01
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| Series: | Ekonomski Vjesnik |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/348381 |
| _version_ | 1827365633581383680 |
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| author | Nejla Manov Alisa Mujkić Melika Husić-Mehmedović |
| author_facet | Nejla Manov Alisa Mujkić Melika Husić-Mehmedović |
| author_sort | Nejla Manov |
| collection | DOAJ |
| description | This paper focuses on gathering information regarding the importance of the university image for students and its influence on student satisfaction, loyalty and enrollment intentions. Consequently, the main aim of the paper is to evaluate whether the corporate image of a particular higher education institution affects students’ satisfaction, loyalty and enrollment intentions. The results of the MANOVA analysis show a significant correlation between corporate image and satisfaction, explaining that corporate image influences satisfaction among students. Without any doubt, as confirmed in this paper, the corporate image construct has a strong and remarkable influence on satisfaction, loyalty and enrollment intentions of students. Having in mind the importance of the corporate image construct, it is proven to be a strong antecedent for all three determinants, satisfaction, loyalty and enrollment intentions, whose positive effect is crucial for the survival of the universities worldwide, which presents the main practical contribution of the paper. |
| first_indexed | 2024-03-08T08:33:21Z |
| format | Article |
| id | doaj.art-6898fad142bc4d0fbf687f4506fb2b49 |
| institution | Directory Open Access Journal |
| issn | 0353-359X 1847-2206 |
| language | English |
| last_indexed | 2024-03-08T08:33:21Z |
| publishDate | 2020-01-01 |
| publisher | Faculty of Economics and Business in Osijek |
| record_format | Article |
| series | Ekonomski Vjesnik |
| spelling | doaj.art-6898fad142bc4d0fbf687f4506fb2b492024-02-02T02:21:07ZengFaculty of Economics and Business in OsijekEkonomski Vjesnik0353-359X1847-22062020-01-01331205216Universities’ enrollment challenge: The role of corporate image in higher educationNejla Manov0Alisa Mujkić1Melika Husić-Mehmedović2Sarajevo, Bosnia and HerzegovinaUniversity of Sarajevo, School of Economics and Business Sarajevo, Sarajevo, Bosnia and HerzegovinaUniversity of Sarajevo, School of Economics and Business Sarajevo, Sarajevo, Bosnia and HerzegovinaThis paper focuses on gathering information regarding the importance of the university image for students and its influence on student satisfaction, loyalty and enrollment intentions. Consequently, the main aim of the paper is to evaluate whether the corporate image of a particular higher education institution affects students’ satisfaction, loyalty and enrollment intentions. The results of the MANOVA analysis show a significant correlation between corporate image and satisfaction, explaining that corporate image influences satisfaction among students. Without any doubt, as confirmed in this paper, the corporate image construct has a strong and remarkable influence on satisfaction, loyalty and enrollment intentions of students. Having in mind the importance of the corporate image construct, it is proven to be a strong antecedent for all three determinants, satisfaction, loyalty and enrollment intentions, whose positive effect is crucial for the survival of the universities worldwide, which presents the main practical contribution of the paper.https://hrcak.srce.hr/file/348381corporate imagesatisfactionloyaltyenrollment intentionshigher education |
| spellingShingle | Nejla Manov Alisa Mujkić Melika Husić-Mehmedović Universities’ enrollment challenge: The role of corporate image in higher education Ekonomski Vjesnik corporate image satisfaction loyalty enrollment intentions higher education |
| title | Universities’ enrollment challenge: The role of corporate image in higher education |
| title_full | Universities’ enrollment challenge: The role of corporate image in higher education |
| title_fullStr | Universities’ enrollment challenge: The role of corporate image in higher education |
| title_full_unstemmed | Universities’ enrollment challenge: The role of corporate image in higher education |
| title_short | Universities’ enrollment challenge: The role of corporate image in higher education |
| title_sort | universities enrollment challenge the role of corporate image in higher education |
| topic | corporate image satisfaction loyalty enrollment intentions higher education |
| url | https://hrcak.srce.hr/file/348381 |
| work_keys_str_mv | AT nejlamanov universitiesenrollmentchallengetheroleofcorporateimageinhighereducation AT alisamujkic universitiesenrollmentchallengetheroleofcorporateimageinhighereducation AT melikahusicmehmedovic universitiesenrollmentchallengetheroleofcorporateimageinhighereducation |