On the Importance of Research the Reputation of Higher Education Institutions





Higher Education Institutions rating, Higher Education Institutions reputation, quality education


One of the consequences of competition in the market of educational services is the emergence of university rankings. At first, they were used to justify the distribution of resources between educational institutions. There are now more than 10 approaches to ranking universities around the world and individual countries, such as QS World University Rating, Round University Rating, Times Higher Education World Rank, U-Multirank and others. But even so many different ratings suggest that they use different metrics and measure ratings differently, which is quite subjective and doesn't allow you to compare metrics from different rankings. Moreover, not all universities are present in different rankings, what makes the comparison even more difficult. Their reputation can be a more objective and understandable indicator for comparing different universities. Stakeholders, such as entrants, employers, etc., pay more attention to the reputation of an educational institution than to its ratings. In turn, reputation is a more stable indicator, in contrast to ratings, and provides availability of a system of indicators that are clear and useful for both entrants and employers. In this paper, we consider the difference between reputation and rating, as well as justify the need to study the ratings of universities.


Bezgubenko, S. (2019). Methodological features of quality assessment of higher educational institutions. ΛΌГOΣ. The art of scientific mind, 2, 98–101.

Brewer, A., Zhao, J. (2010). The impact of a pathway college on reputation and brand awareness for its affiliated university in Sydney, International Journal of Educational Management, 24(1), 34-47, https://doi.org/10.1108/09513541011013033

Camilli, G., Firestone, W. (2005). Values and State Ratings: An Examination of the State-by-State Education Indicators in Quality Counts, Educational Measurement: Issues and Practice, 18, 17–25. https://doi.org/10.1111/j.1745-3992.1999.tb00278.x

Carreras, E., Alloza, A., Carreras, A. (2013). Corporate Reputation, London: LID Published Ltd, 501.

Christensen, T., Gornitzka, Å. (2017). Reputation management in complex environments - A comparative study of university organizations, Higher Education Policy, 30, 123-140. https://doi.org/10.1057/s41307-016-0010-z

Del-Castillo-Feito, C., Blanco-González, A., González-Vázquez, E. (2019). The relationship between image and reputation in the Spanish public university, European Research on Management and Business Economics, 25(2), 87-92, https://doi.org/10.1016/j.iedeen.2019.01.001

Durkheim, E. (1996). Sociology of Education, Moscow: Intor, 80.

Euruosvita (2021). Rating of Ukrainian universities "Top-200 Ukraine 2021". Retrieved May 12, 2021 from http://www.euroosvita.net/index.php/?category=1&id=6868.

Fombrun, C. (2007). Essentials of Corporate Communication, London: Routledge Taylor & Francis Group, 306.

Fombrun, C. (2018). Reputation. Realizing value from the corporate image, London: LID Published Ltd, 596.

Hemsley-Brown, J. (2012). The best education in the world’: Reality, repetition or cliché? International students’ reasons for choosing an English university, Studies in Higher Education, 37, 1005–1022. https://doi.org/10.1080/03075079.2011.562286

Hemsley-Brown, J. et al. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section, Journal of Business Research, 69, 3019-3022, https://doi.org/10.1016/j.jbusres.2016.01.016

Lafuente-Ruiz-de-Sabando, A., Zorrilla, P., Forcada, J. (2018). A review of higher education image and reputation literature: Knowledge gaps and a research agenda, European Research on Management and Business Economics, 24, 8-16, https://doi.org/10.1016/j.iedeen.2017.06.005

Machiavelli, N. (1990). Sovereign, Moscow: Planeta, 80.

Merisotis, J., Sadlak, J. (2005). Higher Education Rankings: Evolution, Acceptance, and Dialogue, Higher Education in Europe, 30(2), 97-101. https://doi.org/10.1080/03797720500260124

Moskovichi, S. (1998). The Age of Crowds. Science of the Masses, Moscow: Center for Psychology and Psychotherapy, 480.

Munisamy, S. et. al. (2014). Does Reputation Matter? Case Study of Undergraduate Choice at a Premier University, Asia-Pacific Education Researcher, 24, 451-462. https://doi.org/10.1007/s40299-013-0120-y

Ognevyuk, V.O. (2009). Education - the essence of time!, Comments on the information collection of the Ministry of Education and Science of Ukraine,11, 4-14.

Oxford Dictionary (2020). Retrieved May 25, 2021 from https://www.oxfordlearnersdictionaries.com/definition/english/reputation?q=reputation

QS World University Rankings (2021). Retrieved May 25, 2021 from https://www.topuniversities.com/qs-world-university-rankings/methodology.

Roberts, D. (2009). Reputation Management for Education. A Review of the Academic & Professional Literature, The Knowledge Partnership, 87.

Round University Ranking (2021). Clarivate Analytics. Retrieved May 25, 2021 from https://roundranking.com/about-us.html.

Shoven, P. (2014). Sociology of reputations. Domestic notes, 1, 85–99.

Slinin, Ya. A. (2013). Aristotle and the ontological foundations of logic, Moscow: Nauka, 358.

Sokolovsky, I., Potapova, D., Tenin, P. (2021). Validation of methods of measuring reputation in the post-Soviet space, Sociology: Theory, methods, marketing, 1, 82-105. https://doi.org/10.15407/sociology2021.01.082

Taylor, P., Braddock, R. (2007). International University Ranking Systems and the Idea of University Excellence, Journal of Higher Education Policy and Management, 29(3), 245-260, https://doi.org/10.1080/13600800701457855

U-Multirank (2021). Retrieved May 10, 2021 from https://www.umultirank.org/

Vasylevska, T. (2008). Personal dimensions of civil servant ethics: monograph, Kyiv: NAPA, 336.

Verčič, A.T., Verčič, D., Žnidar, K. (2016). Exploring academic reputation - Is it a multidimensional construct? Corporate Communications: An International Journal, 21, 160-176. https://doi.org/10.1108/ccij-01-2015-0003

Watkins, B.A., Gonzenbach, W.J. (2013). Assessing university brand personality through logos: An analysis of the use of academics and athletics in university branding, Journal of Marketing for Higher Education, 23, 15-33. https://doi.org/10.1080/08841241.2013.805709

World University Rankings (2021). Times Higher Education. Retrieved May 25, 2021 from https://www.timeshighereducation.com/world-university-rankings






Most read articles by the same author(s)

1 2 > >>