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

Author

Listed:
  • Pantea Foroudi

    (Middlesex University [London])

  • Alireza Nazarian

    (University of Roehampton, United Kingdom)

  • 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])

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.

Suggested Citation

  • Pantea Foroudi & Alireza Nazarian & Sayabek Ziyadin & Philip Kitchen & Khalid Hafeez & Costas Priporas & Eleonora Pantano, 2020. "Co-creating brand image and reputation through stakeholder’s social network," Post-Print hal-02973115, HAL.
    • Handle: RePEc:hal:journl:hal-02973115
    DOI: 10.1016/j.jbusres.2020.03.035
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    Citations

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    Cited by:

    1. Ben Mimoun, Mohamed Slim & Lancelot Miltgen, Caroline & Slama, Boulbeba, 2022. "Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    2. Lim, Xin-Jean & Cheah, Jun-Hwa & Dwivedi, Yogesh K. & Richard, James E., 2022. "Does retail type matter? Consumer responses to channel integration in omni-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    3. Pantea Foroudi, 2023. "Conceptualizing, Measuring, and Managing Marketing Assets: Developing the Marketing Assets, Communication Focus, and Capability Nexus," Corporate Reputation Review, Palgrave Macmillan, vol. 26(3), pages 203-222, August.

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