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

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.

Citation

Ghorbanzadeh, D. (2023), "The role of website features in the branding of higher education institutions", Journal of Applied Research in Higher Education, Vol. 15 No. 5, pp. 1392-1406. https://doi.org/10.1108/JARHE-01-2022-0032