Aukštųjų mokslo institucijų įvaizdis: šališki veiksniai
HIGHER EDUCATION INSTITUTION IMAGE: STAKEHOLDER APPROACH

Summary/Abstract: The image of a university plays the crucial role in creating a competitive advantage in the increasingly competitive and internationalising market. The image of higher education institutions is a very complex entity quite different from the image of business organizations. It is a function of universities’ marketing and other communication activities and how they are perceived by their stakeholders, it is a construct of multiple images negotiated by the receiver, formed on limited and sometimes inaccurate information. The article investigates the ideas concerning the concept of universities’ image and studies of image configuration, factors, components and impressions among the stakeholders as presented in the scholarly literature. Data of study of Vilnius University image factors among the students and the staff confirm the importance of cognitive and affective dimensions of the university image and offers some implications for the image management and communication.

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