Foroudi, P.; Nazarian, A.; Ziyadin, S.; Kitchen, P.; Hafeez, K.; Priporas, C.; Pantano, E.

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

Article

Foroudi, P., Nazarian, A., Ziyadin, S., Kitchen, P., Hafeez, K., Priporas, C. and Pantano, E. 2020. Co-creating brand image and reputation through stakeholder's social network. Journal of Business Research. 114, pp. 42-59. https://doi.org/10.1016/j.jbusres.2020.03.035

Publication dates
Type	Article
Title	Co-creating brand image and reputation through stakeholder's social network
Authors	Foroudi, P., Nazarian, A., Ziyadin, S., Kitchen, P., Hafeez, K., Priporas, C. and Pantano, E.
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.
Language	English
Publisher	Elsevier
Journal	Journal of Business Research
ISSN	0148-2963
Online	11 Apr 2020
Print	01 Jun 2020
Publication process dates
Deposited	23 Mar 2020
Submitted	05 Jun 2016
Accepted	26 Mar 2020
Output status	Published
Accepted author manuscript	Co-creating Brand Reputation through Higher Education.pdf License CC BY-NC-ND 4.0
Copyright Statement	© 2020. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
Digital Object Identifier (DOI)	https://doi.org/10.1016/j.jbusres.2020.03.035

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