The image of a publicly traded university

Resumo

The present study’s objective was to assess the consistency of a model constructed to measure corporate image in the higher education sector. This exploratory study used the Partial Least Squares Structural Equation Modeling technique. The survey research was undertaken in a publicly traded university, with a unit located in Rio de Janeiro, Brazil - using a structured questionnaire with five Likert type response options.  The sample consisted of four hundred and twenty four students of the Administration and Accounting Science courses. The study’s hypothesis were confirmed, attesting to the model’s solidity. The results showed that the following elements are crucial for the construction of a publicly traded university’s corporate image: student administration office’s service; trust placed in the university regarding the excellence of its student training capacity; university’s solidity in capital markets; quality of teaching; and quality of facilities.