Community Extension as a Branding and Institutional Image Strategy: Its Influence on Stakeholder Perception and Enrollment Decision
DOI:
https://doi.org/10.65339/ijggsd.V1.I1.51Keywords:
Community Extension, Enrollment Decisions, Higher Education, Institutional Branding, Institutional Image, Stakeholder PerceptionAbstract
This study examined community extension as an institutional branding strategy and its relationship with institutional image, stakeholder perception, and enrollment decisions at Northeastern College in Santiago City, Isabela, Philippines. A quantitative descriptive-correlational design with a predictive component was employed, involving 480 respondents comprising students, parents or guardians, alumni, faculty and staff, and community partners or beneficiaries selected through stratified proportional random and purposive sampling. Data were collected using a structured questionnaire and analyzed through descriptive statistics, nonparametric tests, Spearman's rho correlation, and multiple linear regression. Findings revealed high assessments of community extension implementation (M = 3.97), institutional image (M = 3.95), stakeholder perception (M = 3.97), and enrollment decisions (M = 3.94). However, no significant differences emerged across respondent profiles. Community extension showed no significant relationships with institutional image (ρ = 0.042, p = .354), stakeholder perception (ρ = −0.049, p = .282), or enrollment decisions (ρ = 0.009, p = .840). Regression analyses likewise revealed no significant predictive influence of its four dimensions. These findings indicate that favorable community extension assessments did not correspond to statistically significant institutional branding outcomes. Strengthening needs-based planning, program visibility, stakeholder participation, and impact assessment is recommended. The single-institution, cross-sectional design and extremely low instrument reliability limit the interpretation and generalizability of findings. The study provides an empirical basis for refining community extension strategies and strengthening evidence-based institutional branding initiatives.
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Copyright (c) 2026 Alexliz D. Simon, Meriam B. Abugan (Author)
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