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An Analysis of Academic Reputation as Perceived by Consumers of Higher Education
WCOB Faculty Publications
  • Michael J. Conard, Teikyo Post University
  • Maureen A. Conard, Sacred Heart University
Document Type
Peer-Reviewed Article
Publication Date

A college's academic reputation (AR) plays a significant role in positioning the institution. Survey responses of college-bound high school seniors suggest that a majority of respondents view successful postgraduate careers as very important to the perception of AR and very likely to be attributed to a college with very good AR. A principle components factor analysis revealed three factors that describe the perception of AR (i.e., Academic Concerns, Campus Ethos, Practical Value). In a similar analysis three factors were found likely to be associated with very good AR (i.e., Curricular Concerns, Exclusivity, Career Preparation).


Version posted is prepublication.

Citation Information

Conard, M. & Conard, M.A. (2000). An analysis of academic reputation as perceived by consumers of higher education. Journal of Marketing for Higher Education, 9(4), 69-80. doi: 10.1300/J050v09n04_05