Enhancing University Brand Image and Reputation through Customer Value Co-Creation Behaviour

Foroudi, Pantea, Yu, Qionglei, Gupta, Suraksha, Foroudi, Mohammad M. (2019) Enhancing University Brand Image and Reputation through Customer Value Co-Creation Behaviour. Technological Forecasting & Social Change, 138 . pp. 218-227. ISSN 0040-1625. (doi:10.1016/j.techfore.2018.09.006) (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided)

Abstract

This study examines the causality between university website, customer value co-creation behaviour, university brand image and reputation. Drawing upon a sample of 285 students from a London-based university and using partial least squares structural equation modelling, the findings argue that a university website is critical to generate students’ co-creation behaviour. The research findings confirm the positive impact from website features on customer participation behaviour and customer citizenship behaviour; however, website applications and features have different impacts on the dimensions of customer value cocreation behaviour, i.e. customer participation and citizenship behaviour. This study asserts the pivotal role of students’ value co-creation behaviour in creating and sustaining university brand image and reputation. This research is particularly useful for higher education (HE) institutions, by investigating and investing in their website design they can enhance students’ co-creation behaviour in the context of the increasingly competitive UK HE market. Based upon the findings, this paper offers managerial implementations for decision-makers, brand managers, graphic and web designers who wish to understand the relationship between a website and its outcomes, especially relating to corporate image and reputation.

Item Type:	Article
DOI/Identification number:	10.1016/j.techfore.2018.09.006
Uncontrolled keywords:	website; customer value co-creation behaviour; university brand image; university reputation; PLS-SEM
Subjects:	H Social Sciences > HF Commerce > HF5415 Marketing
Divisions:	Faculties > Social Sciences > Kent Business School
Depositing User:	Qionglei Yu
Date Deposited:	15 Oct 2018 09:07 UTC
Last Modified:	29 May 2019 21:17 UTC
Resource URI:	https://kar.kent.ac.uk/id/eprint/69564 (The current URI for this page, for reference purposes)