Competition among universities has existed for many decades, with universities now under intense scrutiny due to increased marketisation with perceptions of their reputation becoming ever more important to remain competitive. Current measures of university reputation, such as league table rankings, focus predominantly on student achievement and research success. However, these measures do not consider perceptions from these institutions’ diverse range of stakeholders. Measuring reputation from multiple stakeholders and multiple areas of organisations has previously been done in for-profit organisations using the RepTrak™ model. Nevertheless, the characteristics used in this model have not been tested for their applicability to measure University reputation within the United Kingdom, presenting an opportunity measure and understand university reputation from alternative globally accepted criteria. Data were collected through online questionnaires that received 594 responses, and analysed using Exploratory, followed by Confirmatory Factor Analysis. This research confirms characteristics used in the RepTrak™ model are also applicable to measuring a university’s reputation, offering a clearer measure of university reputation from multiple stakeholder groups. Key findings identified differing perceptions of the importance of measured characteristics by internal and external stakeholders, with ‘performance’ and ‘products and services’ perceived as the most important, respectively. These findings provide clear evidence for the need to tailor marketing and PR communications to different audiences to maximise opportunities for improving perceptions of a university’s reputation.

大学之间的竞争已经存在了数十年，由于市场化程度的提高，大学现在受到了严格的审查，对他们的声誉的认识对于保持竞争力越来越重要。当前大学声誉的衡量标准，例如排行榜排名，主要集中在学生的成就和研究成功上。但是，这些措施并未考虑这些机构不同利益相关者的看法。营利性组织以前已经使用RepTrak™模型来衡量来自多个利益相关者和组织多个领域的声誉。不过，该模型中使用的特征尚未经过测试是否可用于衡量英国的大学声誉，提出机会衡量标准，并从其他全球公认的标准中了解大学的声誉。通过在线问卷收集数据，该问卷收到594条回复，并使用“探索性”进行分析，然后进行“确认性因子分析”。这项研究证实了RepTrak™模型中使用的特征也适用于评估大学的声誉，从而更清晰地衡量了来自多个利益相关者群体的大学声誉。主要发现确定了内部和外部利益相关者对可衡量特征的重要性的不同看法，其中“绩效”和“产品和服务”分别被认为是最重要的。