University social responsibility in the construction of the institutional image: a correlational study in a public university

Abstract

This article aims to explore the relationship between University Social Responsibility (USR) and institutional image from the perspective of students at a public university. A descriptive-correlational, non-experimental, cross-sectional design was used. The population consisted of 3,326 students, with a sample of 344. A Likert-scale questionnaire was administered, and the data were analyzed using Spearman's rho coefficient. The results show positive and significant correlations between USR and the dimensions of institutional image: functional (73.2%), self-image (73.3%), and intentional (71.7%). The overall correlation was 80.4%. It is concluded that strengthening USR practices improves institutional legitimacy, trust, and recognition from the student perspective.