An Exploration of the Influence of Having International Family on Higher Education Reputation and Loyalty

IF 1.5 Q3 BUSINESS CORPORATE REPUTATION REVIEW Pub Date : 2024-03-19 DOI:10.1057/s41299-024-00180-8
Kelly Cartwright, Fernando Angulo-Ruiz
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Abstract

We use a mixed-methodology to examine the influence of having international family on higher education (HE) reputation and loyalty. Employing qualitative research, we hypothesize that having family members in the international country where an international student plans to pursue higher education is a key source of information that activates not only awareness and positive associations of universities but also a social identity which in turn affects HE reputation and loyalty. We test our hypotheses using survey responses from international students of a HE institution based in Alberta, Canada. Our structural equation modeling results point to the significant role of having international family—relative to marketing activities—for building HE reputation and in turn for affecting HE loyalty. Our findings contribute to the literature on organizational reputation in an international context with an enhanced understanding of the determinants of HE reputation and insights into the psychological and social processes of reputation formation. This research has also implications for university international officers and HE marketers to help with attracting international students.

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探索拥有国际家庭对高等教育声誉和忠诚度的影响
我们采用混合方法研究了拥有国际家庭对高等教育(HE)声誉和忠诚度的影响。通过定性研究,我们假设在留学生计划接受高等教育的国家拥有家庭成员是一个关键的信息来源,不仅能激活对大学的认识和积极联想,还能激活社会认同,进而影响高等教育的声誉和忠诚度。我们通过对加拿大艾伯塔省一所高等教育机构的留学生进行调查来验证我们的假设。我们的结构方程建模结果表明,相对于营销活动而言,拥有国际家庭对于建立高校声誉以及进而影响高校忠诚度具有重要作用。我们的研究结果有助于加深对高校声誉决定因素的理解,并深入了解声誉形成的心理和社会过程,从而为国际背景下的组织声誉文献做出贡献。这项研究对大学国际官员和高校营销人员吸引国际学生也有借鉴意义。
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来源期刊
CiteScore
3.80
自引率
5.30%
发文量
19
期刊介绍: Corporate Reputation Review is the leading international journal for all scholars and academics concerned with managing and measuring corporate reputation.The Journal is reviewed by a distinguished editorial board, under the guidance of Guido Berens (Erasmus University, The Netherlands). Corporate Reputation Review provides a forum for rigorous, practically relevant academic research into reputations and reputation management, as well as related concepts such as identity and corporate communication.
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