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The purpose of this study is to understand the factors affecting a university’s image and students’ supportive attitudes. To this end, we have developed a new model, named the 4Q Model. Previous studies have already proposed a number of factors affecting university image. However, in this study, we simplified the factors into four main titles which are quality of academics, quality of education, quality of research, and quality of physical conditions. Our model tests the influence of this ‘4Q’ on university image. We also examined the effect of university image on students’ supportive attitudes. The model was validated through structural equation modelling based on surveys of 427 university students. The results show that quality of academics, quality of education, quality of research, and quality of physical conditions all have a positive impact on university image. In particular, the quality of research is the most important key driver impacting the university image. We also found that university image has a strong impact on students’ supportive attitudes. Theoretical and managerial implications are also discussed as recommendations for future research.

What affects university image and students’ supportive attitudes: the 4Q Model