The Effect of Online Communication on Corporate Brand Image

Nagwa El Gazzar and Maha Mourad
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Nagwa El Gazzar: Misr International University, Egypt
Maha Mourad: American University in Cairo, Egypt

International Journal of Online Marketing (IJOM), 2012, vol. 2, issue 1, 1-15

Abstract: This study assists Higher Education Institutions to gain a better understanding of the online communication strategies that influence students in developing a brand image of their universities. First, the concept of online communication strategies in HE was defined and supported by the literature review. Then, a conceptual framework that links brand equity of the university with its online strategy was developed and empirically tested through a survey questionnaire. The survey was distributed to a sample of 200 students in two different types of universities representing the foreign and private universities in Egypt. Results support the idea that the website is a simple reflection of the university’s image and activities. Results also indicate that there is a strong correlation between the website strategy and the corporate brand image of the university. Brand loyalty was found to be positive among the sample. The overall corporate image of the university was highly dependent on students’ evaluation of the university website. Research results can be used as a useful tool to enhance brand image and to improve interactivity within the online communication strategies adopted by the Egyptian Higher Education Institutions.

Date: 2012
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