Research regarding university management from the field of marketing has been increasing, as well as the differential strategies designed by universities to attract and retain both students and teachers. One of them is obtaining high-quality accreditations. Its impact on the process and purchasing behavior of educational services is recognized. For this reason, this research aims to relate the three constructs in higher education institutions and compare their behavior both in high-quality accredited universities and in non-accredited ones in order to identify the incidence of accreditation. The research used an analysis of the data by structural equations model and the results showed that both the student’s experience and the perceived value influence reputation. Meantime, the student’s experience influences the perceived value and no differences are evident in the model because of the accreditation in high quality. © 2023, The Author(s).
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