The Role of Website Features in the Branding of Higher Education Institutions

Autor/in	Ghorbanzadeh, Davood
Titel	The Role of Website Features in the Branding of Higher Education Institutions
Quelle	In: Journal of Applied Research in Higher Education, 15 (2023) 5, S.1392-1406 (15 Seiten) PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Ghorbanzadeh, Davood)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	2050-7003
DOI	10.1108/JARHE-01-2022-0032
Schlagwörter	Web Sites; Advertising; Marketing; Foreign Countries; Higher Education; Reputation; College Students; Student Attitudes; Student Behavior; Citizen Participation; Iran + Suchen Sie Ihr Suchwort? Web-Design; Werbung; Ausland; Hochschulbildung; Hochschulsystem; Hochschulwesen; Collegestudent; Schülerverhalten; Student behaviour; 'Citizen participation; Citizens'' participation'; Bürgerbeteiligung
Abstract	Purpose: This 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/approach: The 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. Findings: The 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/value: These 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. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01