Corporate Reputation Measurement at Higher Education Institutions

Abstract

Corporate reputation definition, its creation, management and measurement is most commonly analyzed in the context of business organizations. Corporate reputation research from the perspective of higher education institutions is not common. There is no doubt of corporate reputation importance to higher education institutions but it is important to determine based on what indicators corporate reputation of higher education institutions is measured. Existing corporate reputation measurement methods and models do not fully reflect corporate reputation so none of them can provide comprehensive understanding based on what corporate reputation indicators and at what level corporate reputation of higher education institutions is measured. The aim of the research – after identification and evaluation of corporate reputation measurement indicators at higher education institutions to construct measurement model of corporate reputation at higher education institutions. Research of corporate reputation measurement at higher education institutions consists of two stages. At the first stage of empirical research corporate reputation measurement indicators of higher education institutions are identified. At the second stage of empirical research the importance of corporate reputation measurement indicators of higher education institutions are evaluated. Based on the results model of corporate reputation measurement at higher education institutions is constructed.