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Web-based marketing communication to develop brand image and brand equity of higher educational institutions: A structural equation modelling approach

Md. Abdul Momen (Department of Business Administration, East West University, Dhaka, Bangladesh)
Seyama Sultana (Department of Business and Economics, United International University, Dhaka, Bangladesh)
A.K.M. Ahasanul Haque (Department of Economics and Management, International Islamic University Malaysia, Kuala Lumpur, Malaysia)

Global Knowledge, Memory and Communication

ISSN: 2514-9342

Article publication date: 20 September 2019

Issue publication date: 20 April 2020

1422

Abstract

Purpose

Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception. However, configuring the right mix in the age of social networking sites and various online displays and constantly changing algorithm in search engine optimization have become major challenges today. Hence, the purpose of this study is to configure integrated online marketing communication for the development of brand image and brand equity for higher educational institutions.

Design/methodology/approach

The study is quantitative in nature. A responsive group of 370 students was chosen from different educational institutions in Malaysia via stratified random sampling techniques. Both exploratory and confirmatory factor analyses were used for interpreting the data. To test the derived hypotheses, structural equation modelling was used.

Findings

In line with contemporary literature, the study revealed positive relationships between brand image and brand equity, between search engine and brand image and between social media and brand image. The relationship between online display and brand image was not found significant.

Research limitations/implications

Future research can be done considering both online and conventional marketing communications for the same purpose. This approach can also be used for private and public institutions separately, considering their differences in nature.

Practical implications

Because history and tradition are no more a single tool to attain and retain the positive image and customer-based brand equity, this study can help higher educational institutions to configure integrated online communication for their target groups, such as students and industry, in the age of the internet.

Originality/value

This study generates a comprehensive understanding of the impact of Web-based marketing communication to develop brand image and brand equity of higher educational institutions.

Keywords

Citation

Momen, M.A., Sultana, S. and Haque, A.K.M.A. (2020), "Web-based marketing communication to develop brand image and brand equity of higher educational institutions: A structural equation modelling approach", Global Knowledge, Memory and Communication, Vol. 69 No. 3, pp. 151-169. https://doi.org/10.1108/GKMC-10-2018-0088

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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