Do higher education institutes communicate trust well?

Gibbs, Paul ORCID logoORCID: and Dean, Aftab (2015) Do higher education institutes communicate trust well? Journal of Marketing for Higher Education, 25 (2) . pp. 155-170. ISSN 0884-1241 [Article] (doi:10.1080/08841241.2015.1059918)

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The relationship between trust and information sources for new purchasers of higher education is discussed. A range of sources is evaluated by potential entrants into UK higher education, and indicates that universities tend to be regarded as the most trustworthy when information is directly associated with them and social networks, and friends and student-derived sources the least, along with Key Information Set (KIS) data.

Item Type: Article
Keywords (uncontrolled): higher education, communication, trust
Research Areas: A. > School of Health and Education > Education
Item ID: 17000
Notes on copyright: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing for Higher Education on 10/07/2015, available online:
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Depositing User: Paul Gibbs
Date Deposited: 15 Jun 2015 11:37
Last Modified: 29 Nov 2022 22:38

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