Skip to main content
Kent Academic Repository

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) (KAR id:69564)


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: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Qionglei Yu
Date Deposited: 15 Oct 2018 09:07 UTC
Last Modified: 09 Dec 2022 07:36 UTC
Resource URI: (The current URI for this page, for reference purposes)

University of Kent Author Information

  • Depositors only (login required):

Total unique views for this document in KAR since July 2020. For more details click on the image.