Reputation Management in Higher Education Institutions: A Systematic Review

Nurul Safaniza Che Ani, Zulhamri Abdullah, Jusang Bolong, Siti Syarina Abdul Khalid

Abstract


This Systematic Literature Review (SLR) examines the evolving landscape of reputation management in higher education, a strategic concern increasingly shaped by stakeholder expectations, digital transformation, and societal accountability. As Higher Education Institutions (HEIs) operate in a highly competitive and scrutinized environment, reputation has emerged as a critical intangible asset that influences trust, legitimacy, student choice, and long-term sustainability. However, existing studies remain fragmented across disciplinary, conceptual, and methodological boundaries, limiting cumulative theoretical and practical insights. Thus, to address this gap, this study adopts a rigorous Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA)-based systematic review protocol on two bibliographic databases, Web of Science (WoS) and Scopus. An advanced search strategy was employed using the keywords reputation, reputation management, higher education, brand management, and perception management, with relevant articles published between 2023 and 2025. Following screening, eligibility assessment, and quality appraisal, a total of 28 primary studies were retained for in-depth analysis. The synthesis of the findings reveals interrelated thematic clusters: (1) Reputation, Branding, and Trust-Based Relationship Management in Higher Education; (2) Stakeholder Governance, Perceptions, and Value Co-Creation in Higher Education Systems; and (3) Technology, Sustainability, and Societal Impact in Higher Education Transformation. Collectively, the results indicate a shift from image-centric views of reputation toward more relational, stakeholder-driven, and system-oriented perspectives. Overall, this review contributes by integrating dispersed evidence into a coherent thematic framework and by identifying emerging trends and gaps. It also offers a foundation for future empirical research and strategic reputation management practices in higher education.

 

Keywords: Higher education, reputation, reputation management, brand management, perception management.

 

https://doi.org/10.17576/JKMJC-2026-4203-13


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References


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