Moskva, Moscow, Russian Federation
Moskva, Moscow, Russian Federation
employee
, Russian Federation
BISAC BUS002000 Advertising & Promotion
BISAC BUS052000 Public Relations
This article is concerned with the communicative study of the issue of assessing the reputation of universities. The article presents the concept of "reputation" and its characteristics such as a long-term period of creation, the multiple nature of reputation, the relationship with the values that the audience gives to the company etc. Reputation is seen as the result of communicative interaction with the audience, which allows to create trust and inspire confidence in stakeholders. The authors review the characteristics of the three leading world university rankings: Times Higher Education World University Rankings; Quacquarelli Symonds World University Rankings; The Academic Ranking of World Universities. And also, the article describes the criteria by which these rankings are built. It either observes the indicators that are taken into account in the compilation of reputational ratings for companies and brands. It turns out during the comparing of the criteria for assessing the ratings of universities and the ratings of companies and brands, that emotional components are completely dismissed from the ratings of universities. While compilers of the company’s reputation rankings RepTrak ™ Pulse and the brand’s reputation rankings Interbrand always include them. The article presents the data from a study of the reputation of RUDN University, which the authors conducted by methods of survey and interview in November 2019. They show that an emotional assessment of a university's reputation is more important for an internal audience than a rational one.
reputation; communication; communication product, communication assessment, rating of universities; rating of companies; brand rating
1. Brovkina Yu.Yu. Social'no-psihologicheskie osnovy brend-kommunikacii. M.: Izdatel'stvo Moskovskogo gumanitarnogo un-ta, 2009. 331s.
2. Glazyrin A., Zemskaya Yu. Global'nyy opyt brendinga universiteta // Kachestvo obrazovaniya. 2015. № 1-2. S. 22-27.
3. Griffin E. Upravlenie reputacionnymi riskami: Strategicheskiy podhod. M.: Al'pina Biznes Buks, 2009. 237 s.
4. Dauling G. Reputaciya firmy: sozdanie, upravlenie, ocenka effektivnosti. M.: Imidzh-kontakt: Infra-M, 2003. 368 s.
5. Zemskaya Yu. Reyting QS-2014: rossiyskie vuzy v kontekste sankciy? // Kachestvo obrazovaniya. 2014. № 9. S. 27-31.
6. Olsop R.Dzh. 18 neprelozhnyh zakonov korporativnoy reputacii. M.: Vershina, 2006. 376 s.
7. Prohorov A.V. Specifika sobytiynogo prodvizheniya brenda universiteta // Al'manah teoreticheskih i prikladnyh issledovaniy reklamy. 2015. №1. S. 39–47.
8. Sal'nikova L.S. Reputaciya v rossiyskom biznese: tehnologii sozdaniya i ukrepleniya. M.: Vershina, 2008. 216 s.
9. Abbott A., Leslie D. Recent trends in higher education applications and acceptances. // Education Economics. 2004. Volume 12, 2004 - Issue 1. P. 67–86. // https://www.tandfonline.com/doi/abs/10.1080/0964529042000193952
10. About Academic Ranking of World Universities: oficial'nyy sayt Academic Ranking of World Universities [Elektronnyy resurs]. – Elektron. dan. – Rezhim dostupa: http://www.shanghairanking.com/aboutarwu.html
11. Baty Ph. New data partner for World University Rankings // Times Higher Educations [Elektronnyy resurs]. – Elektron. dan. – Rezhim dostupa: https://www.timeshighereducation.com/news/new-data-partner-for-world-university-rankings/408881.article?sectioncode=26&storycode=408881&c=2
12. Carreras E., Carreras A., Alloza Á. Corporate Reputation. London: LID Publishing Ltd [Elektronnyy resurs]. – Elektron. dan. – Rezhim dostupa: https://play.google.com/books/reader?id=-5KFiTujPJYC&printsec=frontcover&output=reader&hl=ru&pg=GBS.PP1
13. Downes M. University scandal, reputation and governance // International Journal for Educational Integrity [Elektronnyy resurs]. – Elektron. dan. – Rezhim dostupa: https://edintegrity.biomedcentral.com/articles/10.1007/s40979-017-0019-0
14. Fombrun Ch., Van Riel C. Fame and fortune: how successful companies build winning reputations // Corporate Public Affairs. 2004. Vol. 14: No. 1 // http://www.accpa.com.au/downloads/2004_1_Article6.pdf
15. Fombrun Ch. Reputation: Realizing Value from the Corporate Image. Boston: Harvard Business School Press, 1996. P. 72.
16. Genasi S. Winning reputations: how to be your own spin doctor. Basingstoke: Palgrave Macmillan, 2002. 194 p.
17. Gray B.J., Fan K.S., Llanes V.A. Branding universities in Asian markets // Journal of Product & Brand Management. 2003. Vol. 12, No. 2, P. 108-120. https://doi.org/10.1108/10610420310469797
18. Jevons C. Universities: a prime example of branding gone wrong // Journal of Product & Brand Management. 2005. Vol. 15, No. 7, P. 466-467. https://doi.org/10.1108/10610420610712856
19. Lee Y., Wanta W., Lee H. Resource-Based Public Relations Efforts for University Reputation from an Agenda-Building and Agenda-Setting Perspective // Corp Reputation Rev 2015. Vol. 18. P. 195–209. https://doi.org/10.1057/crr.2015.6
20. Pinar M., Trapp P., Girard T., Boyt T.E. University brand equity: an empirical investigation of its dimensions // International Journal of Educational Management. 2014. Vol. 28, No. 6, P. 616-634. https://doi.org/10.1108/IJEM-04-2013-0051
21. Ponzi L.J., Fombrun Ch., Gardberg N.A. RepTrak ™Pulse: Conceptualizing and Validating a Short-Form Measure of Corporate Reputation // Corporate Reputation Review. Vol. 14, No. 1, P. 15-35. // RepTrak_Pulse_Conceptualizing_and_Valida20151112-3891-y6lcoo.pdf
22. QS World University Rankings - Methodology [Elektronnyy resurs]. – Elektron. dan. – Rezhim dostupa: https://www.topuniversities.com/qs-world-university-rankings/methodology
23. Ranking Methodology of Academic Ranking of World University – 2018 [Elektronnyy resurs]. – Elektron. dan. – Rezhim dostupa: http://www.shanghairanking.com/ARWU-Methodology-2018.html
24. Souta G.N., Turner J.P. Student preferences for university: a conjoint analysis // International Journal of Educational Management. 2002. Vol. 16, No. 1, P. 40-45. https://doi.org/10.1108/09513540210415523
25. World University Rankings 2019 [Elektronnyy resurs]. – Elektron. dan. – Rezhim dostupa: https://www.timeshighereducation.com/world-university-rankings/2019/world-ranking#!/page/0/length/25/sort_by/rank/sort_order/asc/cols/stats
26. World University Rankings 2019: methodology [Elektronnyy resurs]. – Elektron. dan. – Rezhim dostupa: https://www.timeshighereducation.com/world-university-rankings/methodology-world-university-rankings-2019