An Analysis of Academic Reputation as Perceived by Consumers of Higher Education
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).
Conard, Michael and Maureen Conard. "An Analysis of Academic Reputation as Perceived by Consumers of Higher Education." Journal of Marketing for Higher Education 9.4 (2000): 69-80.