Abstract/Details

Reputation versus reality: The impact of US News and World Report rankings and education branding on hiring decisions in the job market


2009 2009

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Abstract (summary)

Typically, leading brands provide benchmarks for constructing consumer preference in the marketplace. Reputation rankings have sustained and advanced the status of brand names in higher education with an implication that the degrees awarded by higher ranked schools have added prestige, a cachet with the potential of facilitating success in the job market. This implication makes reputation rankings a dependable tool for college and university marketing departments eager to increase student enrollment and retention by communicating its superiority among its peers.

By examining the influence of reputation rankings on the pre-decision preferences of human resource hiring professionals in evaluating employment applicants, this study found that there is little if any relationship between a degree from a higher education institution in the top tier of a reputation ranking and employment acquisition. Work experience emerged as the major deciding factor in the assessment of an applicant’s qualifications. Degree field and employee referral appeared as important matters, while education program and academic record followed in playing a slightly diminished role. Academic record and non academic activities had a lesser degree of influence on hiring decisions.

Future study into the subconscious and conscious effect of reputation rankings on the job attainment goal of a college student in relation to the student’s choice of HEI could provide new insights into student choice, college marketing strategy, and the value of rankings in education.

Indexing (details)


Subject
Economics;
School administration;
Higher education
Classification
0510: Economics
0514: School administration
0745: Higher education
Identifier / keyword
Social sciences; Education; Branding; Education branding; Employment; Marketing; Rankings; Recruiting; Retention; U.S. News and World Report
Title
Reputation versus reality: The impact of US News and World Report rankings and education branding on hiring decisions in the job market
Author
Capobianco, Fausto D.
Number of pages
156
Publication year
2009
Degree date
2009
School code
6009
Source
DAI-A 70/01, Dissertation Abstracts International
Place of publication
Ann Arbor
Country of publication
United States
ISBN
9781109901801
Advisor
Allen, Mark
Committee member
Jasso, Sean D.; Leigh, Doug
University/institution
Pepperdine University
Department
Education
University location
United States -- California
Degree
Ed.D.
Source type
Dissertations & Theses
Language
English
Document type
Dissertation/Thesis
Dissertation/thesis number
3342432
ProQuest document ID
305181193
Copyright
Database copyright ProQuest LLC; ProQuest does not claim copyright in the individual underlying works.
Document URL
http://search.proquest.com/docview/305181193/abstract
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