This article explores the concept of university reputation and its impact on stakeholder intentions. The authors seek a greater understanding of how different stakeholders perceive the reputation of universities. The literature dealing with identity, image and reputation is explored, as well as stakeholder theory, the measurement of reputation and various models of university reputation. The article concludes with a proposed model for testing the reputation of a university. A list of attributes that should be used to test stakeholder perceptions of university reputation is presented.
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