University reputation management: academic knowledge alchemy

Purpose This paper aims to explore the knowledge pillars upholding the reputation of higher education institutions (HEIs). The paper analyzes the direct and mediated relationships among the factors that collectively shape the reputation of universities. Design/methodology/approach A comprehensive data collection process was followed, involving a survey of a diverse sample of students across various universities from different countries. Hypotheses on the importance of academic quality, student satisfaction, graduate employability, global academic partnerships, stakeholder engagement, media coverage and public perception were tested using partial least squares structural equation modeling (PLS-SEM). The structural model was then assessed to test the hypothesized relationships. Findings The findings offer valuable insights into how each factor affects the perceived reputation of HEIs. The findings highlight the critical role of mediators of these effects. Originality/value This study contributes to the theoretical understanding of academic reputation management. It offers empirical evidence of the direct and indirect pathways through which key variables influence reputation. Practically, this research provides actionable strategies for HEI administrators to prioritize areas that significantly influence their institution’s reputation.