Co-creating brand image and reputation through stakeholder's social network

Foroudi, Pantea ORCID logoORCID:, Nazarian, Alireza, Ziyadin, Sayabek, Kitchen, P.J, Hafeez, Khalid, Priporas, Constantinos-Vasilios ORCID logoORCID: and Pantano, Eleonora (2020) Co-creating brand image and reputation through stakeholder's social network. Journal of Business Research, 114 . pp. 42-59. ISSN 0148-2963 [Article] (doi:10.1016/j.jbusres.2020.03.035)

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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.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 29574
Notes on copyright: © 2020. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
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Depositing User: Pantea Foroudi
Date Deposited: 23 Mar 2020 09:18
Last Modified: 06 Jun 2022 19:38

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