HOW ARE UNIVERSITY REPUTATION PRACTICES AND REPUTATION PERCEPTIONS RELATED?

The main aim of this study is to explore the relationship between university practices and reputation perceptions in a public university sample. A quantitative study was conducted by using Structural Equation Modeling. The research sample consists of 1021 graduate and undergraduate students. According to the results of the study, the main hypothesis stating that corporate practices are positively related with corporate reputation perceptions is supported. Managerial implications for universities may also be derived from survey results. Universities should be competitive if they want to be selected by students, draw support, and keep qualified academicians. The main contribution of this study is to provide significant comprehension about the importance of developing competent strategies to enhance university reputation.