The Impact of a Pathway College on Reputation and Brand Awareness for Its Affiliated University in Sydney

Purpose: The purpose of this paper is to explore the effect that a prospective pathway college affiliated to a large comprehensive university in Sydney may have on the university's reputation. In particular, the association of reputation with preference for a pathway college, brand awareness and the opinion of college brand are examined. Design/methodology/approach: An online survey was conducted in metropolitan Sydney, Australia, and produced 501 questionnaires responses. A correlation study was used to analyse the relationship between variables of preference for college, perceived reputation, brand awareness and opinion of college brand. Findings: The community reacted positively to a prospective college by agreeing that its merit is in providing a second chance for disadvantaged students and added to the diversity profile of the university. Reputation predicted brand awareness, preference for the college and the opinion of the college brand. Teaching quality of the college is found to be the most important factor to enhance the reputation of the university as well as brand. Originality/value: The paper explores the difference and relationship between reputation and brand awareness in a higher education context and how this influenced students' decisions. This knowledge has useful implications for higher education management practice. (Contains 2 tables.)