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

This study examines the causality between university website, customer value co-creation

from a London-based university and using partial least squares structural equation modelling,

behaviour. The research findings confirm the positive impact from website features on

applications and features have different impacts on the dimensions of customer value cocreation

the pivotal role of students’ value co-creation behaviour in creating and sustaining university

institutions, by investigating and investing in their website design they can enhance students’

upon the findings, this paper offers managerial implementations for decision-makers, brand

website and its outcomes, especially relating to corporate image and reputation.