1. Co-creating brand image and reputation through stakeholder’s social network
- Author
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Khalid Hafeez, Constantinos-Vasilios Priporas, Eleonora Pantano, Alireza Nazarian, Philip J. Kitchen, Pantea Foroudi, Sayabek Ziyadin, Middlesex University [London], University of Roehampton, United Kingdom, Al-Farabi Kazakh National University, ICN Business School, Centre Européen de Recherche en Economie Financière et Gestion des Entreprises (CEREFIGE), Université de Lorraine (UL), Leicester Castle Business School, and University of Bristol [Bristol]
- Subjects
Higher education ,media_common.quotation_subject ,Logo ,website ,[SHS]Humanities and Social Sciences ,Personalization ,0502 economics and business ,Co-creation ,brand reputation ,Social identity theory ,ComputingMilieux_MISCELLANEOUS ,media_common ,Marketing ,Social network ,business.industry ,4. Education ,05 social sciences ,Stakeholder ,Public relations ,logo ,[SHS.GESTION]Humanities and Social Sciences/Business administration ,stakeholder’s social network ,050211 marketing ,business ,050203 business & management ,Reputation - Abstract
International audience; 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.
- Published
- 2020
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