Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands

Abstract

This study evaluates the influence of ranking reports on university brands’ credibility and perceived differentiation. Signaling theory is applied to link ranking with credibility and perceived differentiation. An experimental approach was used to collect data and to test the hypothesis. Data was collected from 328 participants in the UK regarding the two university brands with that they are the most familiar. Covariance analysis was applied to test the hypothesis. The results indicate that the ranking of HEIs influences the brand credibility and perceived differentiation of university brands, particularly when they send signals and messages about attributes associated with academic success. Although experts debate the ranking tables’ validity, these results indicate that prospective students and their families evaluate ranking reports as independent corroboration. This paper provides evidence on how critical the ranking is to create a solid and distinctive university brand.