The role of website features in the branding of higher education institutions

Abstract

PurposeThis study investigates the effect of university website features and value co-creation behaviors of students on promoting brand image and brand reputation at Islamic Azad University in Iran.Design/methodology/approachThe study is quantitative. Using convenience sampling techniques, a responsive group of 384 students was chosen from the Islamic Azad University of Tehran in Iran. Survey methods were used for data collection. Partial least squares-structural equation modeling was used to test the derived hypotheses.FindingsThe present research findings indicated that website features have a positive effect on fostering value co-creation behaviors (participation and citizenship behavior), and participation behavior, in turn, improves university's brand image and reputation. At the same time, among value co-creation behaviors, citizenship behavior has no impact on the university's brand image. Finally, the brand image formed through website features and participation behavior positively affects brand reputation.Originality/valueThese findings contribute to the marketing literature by empirically validating the three elements in the website features construct, providing intelligence on how website features can drive value co-creation behaviors, brand image and reputation.

Cognitive Pattern Recognition for Enhancing the Brand of Higher Education Institutions with a Mixed Approach

“…On the other hand, decreasing interest in further education, increasing unemployment rates, declining population growth rates, the unrestrained increase in the number of universities and similar educational centers, while reducing student numbers, have intensified competition among these institutions (Broucker et al, 2020;Natarajan et al, 2016;Pinar et al, 2014;Song et al, 2023). Therefore, as past research (Casidy, 2013;Ghorbanzadeh, 2022;Hannan, 2021;Perera et al, 2021;Pinar et al, 2014) has also emphasized, conceptualizing branding in educational centers is considered an appropriate solution for this challenge.…”

“…A university is a service-oriented organization that exists in an increasingly complex and competitive environment. This organization not only seeks to align its activities with a domestic and international educational market (Ghorbanzadeh, 2022) but also must implement new governmental policies on "how to manage and organize higher education institutions" (Pinar et al, 2020). New financing models, entrepreneurial methods, and performance evaluation requirements have transformed universities, which now seem more like "economic enterprises" than "bases of scholars" (Pinar et al, 2014;Song et al, 2023).…”