Corporate reputation measurement of Lithuanian universities from the view of pupils

Straipsnyje nagrinėjama Lietuvos universitetų korporatyvinė reputacija, ją empiriškai įvertinant ir lyginant moksleivių požiūriu. Konceptualizavus teorinius aukštojo mokslo institucijų korporatyvinės reputacijos vertinimo aspektus, pateikiami Lietuvos universitetų korporatyvinės reputacijos vertinimo tyrimo rezultataiConstant measurement of corporate reputation from the view of main stakeholder groups can indicate what efforts universities need to undertake in order to achieve the desired level of corporate reputation. It is very important to Lithuanian universities to build good corporate reputation from the view of pupils what can only be done after measuring corporate reputation. Only constant measurement and management of corporate reputation can help universities to build positive view of pupils towards it. This paper analyzes corporate reputation of Lithuanian universities. It presents empirical research that evaluates corporate reputation of four Lithuanian universities on the basis of corporate reputation measurement method of higher education institutions. Empirical research also evaluates each indicator and factor of corporate reputation from the view of pupils at each Lithuanian university. The aim of this paper is to undertake empirical research of Lithuanian universities’ reputation from the view of pupils while using corporate reputation measurement method most suitable for the context of higher education institutions. The objectives of the paper are as follows: (1) substantiate the need and importance for corporate reputation measurement at higher education institutions; (2) prepare and substantiate methodology of empirical research; (3) undertake empirical research of Lithuanian universities’ reputation from the view of pupils. Research results indicate that corporate reputation of Lithuanian universities is mostly good with Vytautas Magnus university having the best corporate reputation from the view of pupils. However, in order to achieve highest effect of synergy, Lithuanian universities should identify actions to improve their corporate reputation on the basis of the most important indicators and factors to the pupilsMarketingo katedraVytauto Didžiojo universiteta