Evaluating Belief Strength and Consistency in the Assessment of University Image

ABSTRACT

Among other elements, effective image management of any university requires periodic assessment of both the overall strength of beliefs about the university and the degree to which beliefs are shared among important market segments or university constituencies. This study offers an easy-to-develop framework for evaluating how beliefs are held among segments and, on that basis, making more effective market decisions. The framework is illustrated with data from surveys of four constituencies of a large, private, Midwestern university. Survey results showed a weak image for this university, as few beliefs were widely shared among segments. The results are discussed and suggestions offered for managing and improving a university's image.

KEYWORDS:

• University image
• attitudes
• customer segmentation
• customer beliefs
• higher education marketing