Enhancing university brand image and reputation through customer value co-creation behaviour

Foroudi, Pantea and Yu, Qionglei and Gupta, Suraksha and Foroudi, Mohammad M. (2018) Enhancing university brand image and reputation through customer value co-creation behaviour. Technological Forecasting and Social Change . ISSN 0040-1625 (Published online first)

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Abstract

This study examines the causality between corporate website, customer value co-creation behavior, corporate image and reputation by conducting a quantitative research in a London-based university context. By collecting 285 questionnaires, the research findings first confirm the positive links between website feature on customer participation behavior and customer citizenship behavior. Second, the findings argue that website application and feature have different impact on customer participation and citizenship behavior. Third, the research finding supports the pivotal role of customer value co-creation behavior in creating and sustaining university image and reputation. Finally, this research is particularly useful for HE institutions by investigating their website and students’ co-creation behavior. Based upon the research findings, this paper offers managerial contributions for decision-makers, brand managers, graphic and web designers who wish to understand the relationship between website and its outcomes, especially relating to corporate image and reputation.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 24887
Notes on copyright: © 2018 Elsevier Inc
Useful Links:
Depositing User: Pantea Foroudi
Date Deposited: 05 Sep 2018 09:07
Last Modified: 25 Nov 2018 09:20
URI: http://eprints.mdx.ac.uk/id/eprint/24887

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