Abstract
Previous research has found that the images of universities formed by prospective students greatly influence their choices. With the advent of international branch campuses in several higher education hubs worldwide, many international students now attempt to construct images of these institutions when deciding where to study. The aim of this research is to identify the sources of information and other influences that impact upon the images of international branch campuses formed by prospective undergraduate students. The study involved 407 students studying at nine international schools in the United Arab Emirates (UAE). It was found that recommendations and feedback resulting from personal relationships was by far the most influential factor shaping the images of institutions constructed by students. It was also discovered that elite institutions can benefit from positive home campus images based on heritage and prestige, which positively influence the images constructed of the international branch campuses operated by these institutions. The implications of the findings for higher education institutions are discussed.
DOI
10.1080/03075079.2014.881347
Publication Date
2015-08-09
Publication Title
Studies in Higher Education
Volume
40
Issue
7
Publisher
Informa UK Limited
ISSN
1470-174X
Embargo Period
2024-11-19
First Page
1256
Last Page
1272
Recommended Citation
Wilkins, S., & Huisman, J. (2015) 'Factors affecting university image formation among prospective higher education students: the case of international branch campuses', Studies in Higher Education, 40(7), pp. 1256-1272. Informa UK Limited: Available at: https://doi.org/10.1080/03075079.2014.881347
