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

Lookup NU author(s): Dr Qionglei YuORCiD, Professor Suraksha Gupta

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).

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.

Publication metadata

Author(s): Foroudi P, Yu Q, Gupta S, Foroudi MM

Publication type: Article

Publication status: Published

Journal: Technological Forecasting and Social Change

Year: 2019

Volume: 138

Pages: 218-227

Print publication date: 01/01/2019

Online publication date: 17/10/2018

Acceptance date: 04/09/2018

Date deposited: 19/10/2018

ISSN (print): 0040-1625

ISSN (electronic): 1873-5509

Publisher: Elsevier Inc.

URL: https://doi.org/10.1016/j.techfore.2018.09.006

DOI: 10.1016/j.techfore.2018.09.006

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