Abstract:

With globalisation, the development of information technologies, the diversity and rapid growth of services, today's institutions have started to attach importance to corporate image research in order to be ahead in the competitive environment and for sustainability. There are many different criteria that determine the corporate image of universities as an institutional structure. The level of students' perception of the institutional image of their university is also important in terms of the prestige of the university as it affects the preference rate of the university for potential candidates. The aim of this study is to determine the institutional image perceptions of the students studying in the faculties affiliated to Atatürk University. In order to determine the perception of the university image, a survey was administered to six hundred students studying in the 2019-2020 academic year. A quantitative research method was used and the data obtained were subjected to arithmetic mean, standard deviation, t-test and one-way variance (ANOVA) analyses with the help of SPSS 26 software. The findings of the research showed that there was a significant difference between the participants' perceptions of institutional image with the variables of monthly expenditure and prior knowledge about the department, but there was no significant difference according to the variables of faculty, gender and region of residence. It was determined that the participants' general corporate image perception of Atatürk University was at "medium level". It can be said that the research results have data quality that is important for university management.

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