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

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  • Foroudi, Pantea
  • Yu, Qionglei
  • Gupta, Suraksha
  • Foroudi, Mohammad M.

Abstract

This study examines (i) the role of students' value co-creation behaviour in contributing to a university's image and reputation, (ii) the significant role that a university website plays in engaging students' value co-creation behaviour, and (iii) the importance of identifying different types of customer value co-creation behaviour (i.e. participation behaviour and citizenship behaviour). 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 co-creation 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.

Suggested Citation

  • Foroudi, Pantea & Yu, Qionglei & Gupta, Suraksha & Foroudi, Mohammad M., 2019. "Enhancing university brand image and reputation through customer value co-creation behaviour," Technological Forecasting and Social Change, Elsevier, vol. 138(C), pages 218-227.
    • Handle: RePEc:eee:tefoso:v:138:y:2019:i:c:p:218-227
    DOI: 10.1016/j.techfore.2018.09.006
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    Cited by:

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    9. Lien Thi Kim Nguyen & Tom M. Y. Lin & Hoang Phuong Lam, 2021. "The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing," Sustainability, MDPI, vol. 13(12), pages 1-14, June.
    10. Mei Han & Bilin Xu, 2021. "Distance with Customers Effects on Green Product Innovation in SMEs: A Way Through Green Value Co-creation," SAGE Open, , vol. 11(4), pages 21582440211, December.
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    13. Sohaib, Muhammad & Han, Heesup, 2023. "Building value co-creation with social media marketing, brand trust, and brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    14. Liao, Junyun & Pang, Jiecong & Dong, Xuebing, 2023. "More gain, more give? The impact of brand community value on users’ value co-creation," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    15. Tinashe Chuchu & Maria Nascimento Cunha & Eugine Tafadzwa Maziriri, 2021. "An empirical investigation into organizational level antecedents of value co-destruction in Lisbon, Portugal: A hospitality sector case," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(6), pages 83-92, September.
    16. Seoksoo Kim & Taekwan Ha, 2023. "Influential Variables and Causal Relations Impact on Innovative Performance and Sustainable Growth of SMEs in Aspect of Industry 4.0 and Digital Transformation," Sustainability, MDPI, vol. 15(9), pages 1-27, April.
    17. Foroudi, Pantea & Nazarian, Alireza & Ziyadin, Sayabek & Kitchen, Philip & Hafeez, Khalid & Priporas, Costas & Pantano, Eleonora, 2020. "Co-creating brand image and reputation through stakeholder’s social network," Journal of Business Research, Elsevier, vol. 114(C), pages 42-59.
    18. Shih-Hao Wu & Stephen Chi-Tsun Huang & Ching-Yi Daphne Tsai, 2022. "Lifelong good soldiers of higher education institutions: driving factors and obstructions of alumni loyalty," Service Business, Springer;Pan-Pacific Business Association, vol. 16(2), pages 331-357, June.
    19. Shu Wang & Ying-Kai Liao & Wann-Yih Wu & Khanh Bao Ho Le, 2021. "The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions," Sustainability, MDPI, vol. 13(21), pages 1-19, October.

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