Scale for evaluating the corporate image of a private university

The purpose of this research is to validate the pre-existing scale, taking into account the changes made, to measure the image of a university with shares traded on the stock exchange, since this is essential information to support its managers in the decision-making process. Given that there was no scale to measure the corporate image of a publicly traded university, this study seeks to confirm the hypothetical model built by Angeli (2010) by applying the Structural Equation Modeling (SEM) method. The survey was carried out at a private higher education institution located in the west of the city of Rio de Janeiro, using a structured questionnaire with five Likert-type response options, and included students from the Business Administration and Accounting courses. The results obtained confirmed the study's hypotheses with great statistical significance, and showed that the proposed model is consistent, with adequate adjustment, and can be used in future research.