9. Future lines of research
This study has shown how reputation, excellence, and perceived quality are determining factors for choosing a University. Accordingly, the Communication and Marketing departments of Universities (public and private) work hard to project those attributes in all the communication that they produce. In future research, it will of interest to go deeper into how Universities project those intangibles onto various communication supports, and what are the intangible aspects upon which Universities rely to position those intangibles with future students. Another aspect of interest for future approaches to the subject would be to determine the extent to which the cost of registration has an effect on the Choice of a public or private University.