This article discusses the relationship between the constructs of image, national stereotypes and attractiveness of higher education systems (HE), analysing the Portuguese case within the context of European Higher Education. The growing importance of academic mobility coupled with the sharp demographic decline, the increased internationalization efforts of higher education institutions (HEI) from around the world and the general increase in global competitiveness has forced the HEI, and their own regions and countries, to an increasingly strategic use of communication tools in an attempt to attract investment, resources and students to maintain their position or, even, to survive. The empirical research was based on the Stereotype Content Model and measured its correlation with the intention of performing higher studies in
Portugal. The implications of this study allows us to understand and, as a consequence, design strategies aiming to promote attractiveness of the Portuguese higher education system.info:eu-repo/semantics/publishedVersio
