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

Pantea Foroudi, Alireza Nazarian, Sayabek Ziyadin, Philip Kitchen (), Khalid Hafeez, Costas Priporas and Eleonora Pantano
Additional contact information
Pantea Foroudi: Middlesex University [London]
Alireza Nazarian: University of Roehampton
Sayabek Ziyadin: KazNU - Al-Farabi Kazakh National University [Almaty]
Philip Kitchen: ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Khalid Hafeez: Leicester Castle Business School
Costas Priporas: Middlesex University [London]
Eleonora Pantano: University of Bristol [Bristol]

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Abstract: 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.

Keywords: Co-creation; brand reputation; stakeholder’s social network; logo; website. (search for similar items in EconPapers)
Date: 2020-06
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Citations: View citations in EconPapers (5)

Published in Journal of Business Research, 2020, 114, pp.42-59. ⟨10.1016/j.jbusres.2020.03.035⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02973115

DOI: 10.1016/j.jbusres.2020.03.035

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