대학 PR은 90년대 중반에 들어서면서부터 급속하게 발전하게 된 PR 활동 영역이며, 이와 관련된 연구 또한 많이 진행되어 왔다. 그러나 다수의 대학 PR 연구들이 대학 이미지만을 핵심변인으로 상정하고 있거나 연구 대상을 입시와 직접적인 연관이 있는 수험생 위주로만 설정하는 등 그 폭이 상당히 제한되어 있다. 본 연구에서는 대학의 내부 공중인 대학생에 초점을 맞추었다. 또한 2000년대 초반부터 출현한 CEO형 총장들에 주목하여 이들이 대학 PR에 있어서 어떠한 의미와 중요성을 갖고 있는지를 규명해 보고자 하였다. 한편 학교 안팎에서 지각하는 대학의 위상이 대학 PR 활동에 매우 중요할 것이라는 데에 착안하여 본 연구에서는 대학 내ㆍ외부에서의 지각된 조직 위상(perceived organizational prestige)을 새롭게 주요변인으로 사용하였다. 또한 본 연구에서는 조직 동일시와 구전의도를 지각된 조직 위상, 총장의 리더십 스타일의 효과 변인으로 설정하였다. 연구 결과, 지각된 조직 위상은 조직 동일시와 구전의도에 영향을 미치는 반면 총장의 리더십 스타일에 대한 인식은 두 변인에 별 영향을 미치지 못하는 것으로 나타났다. 본 연구는 이러한 결과를 바탕으로 대학 PR과 관련된 이론적ㆍ실무적 함의를 도출하였다.

The purpose of this study was to investigate the effect of perceived organizational prestige and perceived leadership styles of university presidents on organizational identification and intent for word of mouth communication of university students. University public relations is the area of public relations that has seen rapid growth since the mid-1990s, and there have been many studies on the subject. However, the majority of research mainly focused on university image as the dependent variable and the research subjects were mostly high school students or graduates. In this study, the researchers argue that the internal public of universities, current students, should be examined as one of the most important publics. This study also attempted to explore the meaning and importance of CEO-type university presidents who recently emerged as key to academic PR. Leadership concepts were adopted in order to conceptualize CEO university presidents. Organizational identification and intent for word of mouth communication were posited as public relations effect variables in this study. Study results showed that perceived organizational prestige can affect organizational identification and intent for word of mouth communication. On the other hand, perceived leadership styles of university presidents didn't have strong relations or associations with the two variables. Based on the study results, theoretical and practical implications for university public relations are discussed.

The purpose of this study was to investigate the effect of perceived organizational prestige and perceived leadership styles of university presidents on organizational identification and intent for word of mouth communication of university students. University public relations is the area of public relations that has seen rapid growth since the mid-1990s, and there have been many studies on the subject. However, the majority of research mainly focused on university image as the dependent variable and the research subjects were mostly high school students or graduates. In this study, the researchers argue that the internal public of universities, current students, should be examined as one of the most important publics. This study also attempted to explore the meaning and importance of CEO-type university presidents who recently emerged as key to academic PR. Leadership concepts were adopted in order to conceptualize CEO university presidents. Organizational identification and intent for word of mouth communication were posited as public relations effect variables in this study. Study results showed that perceived organizational prestige can affect organizational identification and intent for word of mouth communication. On the other hand, perceived leadership styles of university presidents didn't have strong relations or associations with the two variables. Based on the study results, theoretical and practical implications for university public relations are discussed.

university public relations, perceived organizational prestige, leadership styles of university presidents, organizational identification, intent for word of mouth communication