Co-Creating Brand Image and Reputation through higher Education Internal-Stakeholder's Social Network

Foroudi, P., Nazarian, A., Ziyadin, S., Kitchen, P., Hafeez, K., Priporas, C. and Pantano, E. 2020. Co-Creating Brand Image and Reputation through higher Education Internal-Stakeholder's Social Network. Journal of Business Research. 114, pp. 42-59. https://doi.org/10.1016/j.jbusres.2020.03.035

TitleCo-Creating Brand Image and Reputation through higher Education Internal-Stakeholder's Social Network
TypeJournal article
AuthorsForoudi, P., Nazarian, A., Ziyadin, S., Kitchen, P., Hafeez, K., Priporas, C. and Pantano, E.
Abstract

By drawing on social identity and stakeholders’ theories, this paper seeks to examine how universities co-create and manage their brand image and brand reputation through tapping into internal-stakeholders’ social network. This research utilises explanatory research design at the preliminary stage, and the subsequent model is examined via a positivist survey carried out among higher education internal stakeholders in the UK. The results show that the relationship between navigation design of the website, usability of the website and customization of the website are not significant from students’ perspective, whereas all those are significant from employees’ perspective. Furthermore, the relationship between logo and co-creation behaviour is not significant from employees’ perspective while it is significant from students’ perspective. University website is the most important marketing tool to attract students and other stakeholders. Therefore, these findings have significant implications for higher education branding and marketing managers aiming to design appropriate communication tools with a view to actively engage students and employees in a co-creation process to improve their products, services and brand image.

KeywordsCo-creation
Brand reputation
Stakeholder’s social network
Logo
Website
JournalJournal of Business Research
Journal citation114, pp. 42-59
ISSN0148-2963
Year2020
PublisherElsevier
Accepted author manuscript
License
CC BY-NC-ND 4.0
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2020.03.035
Web address (URL)https://www.sciencedirect.com/science/article/abs/pii/S014829632030206X#!
Publication dates
Published15 Jun 2020
Published online11 Apr 2020

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