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1 – 10 of over 11000Davood Ghorbanzadeh and Mohsen Sharbatiyan
Despite promising conceptual developments in value co-creation behaviors, the scholarly attention afforded to the importance of the university website features in strengthening…
Abstract
Purpose
Despite promising conceptual developments in value co-creation behaviors, the scholarly attention afforded to the importance of the university website features in strengthening the university brand image and reputation through students’ value co-creation behaviors is limited. University website features are conceptualized as a hierarchical construct with three dimensions: usability, availability and information. This study aims to investigate 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
This 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 findings of this study 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 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.
Research limitations/implications
This study was conducted in the higher education (HE) sector in one cosmopolitan Iranian city (i.e. Tehran), to which Iranians from other cities travel for studying. Thus, the results of this survey include a variety of subcultures. In the future, a study that incorporates all major metropolitan cities of Iran may increase the generalizability of the findings. Unrelated to the purpose of this study, a future research study may extend the currently studied geographical dimensions and examine the antecedents of university brand reputation across different nations using a cross-cultural approach.
Practical implications
Pragmatically, the findings of this study urge university policymakers, information technology managers and marketers to consider the university website’s unique role in assisting co-creation behavior, which in turn promotes university brand image and reputation in the HE market. One of the ways to assess a university’s brand image and reputation is through the university ranking system. Ascending the ranking system can allow a university to attract qualified students.
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. Also, results revealed that the brand image of universities positively affects brand reputation. This study highlights the importance of national and international rankings of universities and students’ sensitivity to such rankings. Undoubtedly, this is evident in Iranian students’ behavior in selecting their university.
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Shikha Agnihotri, Atul Shiva and Prateek Kalia
This study aims to examine the relationship between organizational social capital, university image, perceived employability and career satisfaction of information technology (IT…
Abstract
Purpose
This study aims to examine the relationship between organizational social capital, university image, perceived employability and career satisfaction of information technology (IT) professionals. It also aims to investigate the moderating effects of diverse age groups of IT professionals on the antecedents and consequences of career satisfaction.
Design/methodology/approach
Variance-based partial least square structural equation modeling (PLS-SEM) technique was used to analyze a dataset of 412 responses from IT professionals. The predictive relevance of career satisfaction was estimated through PLS predict, and the relative importance of determinants was analyzed through importance-performance map analysis (IPMA). PLS Multi-group analysis (PLS-MGA) and measurement invariance of composites (MICOM) were used to estimate the moderating effects of age groups.
Findings
The findings of this study indicate that university image is perceived as the crucial factor for career satisfaction by IT professionals followed by perceived employability and organizational social capital. Gender was found to be a positive predictor of career satisfaction. PLS-MGA results indicate that organizational social capital is a prominent predictor of career satisfaction for middle-aged professionals as compared to young professionals as the latter consider university image to be more important.
Originality/value
This is the first study to examine the relationship between organizational social capital, university image, perceived employability, and career satisfaction of IT professionals in a developing country context.
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Sri Suranta and Rahmawati Rahmawati
This research examined the direct and indirect effect of university social responsibility (USR) on student loyalty through the mediation of service quality and university image.
Abstract
Purpose
This research examined the direct and indirect effect of university social responsibility (USR) on student loyalty through the mediation of service quality and university image.
Design/methodology/approach
The sample includes 35 students from Universitas Sarjanawiyata Tamansiswa, a private university, and 74 respondents from Universitas Sebelas Maret Surakarta, a state university, totaling 109 respondents. The data were obtained by sending a questionnaire in the form of Google Docs through the student WhatsApp groups at the universities. Furthermore, the four variable constructs were tested with loading factors to determine reliability, and Cronbach’s alpha was used to determine the construct validity. The research hypotheses were tested via path analysis using the WarpPLS 8.0 statistical tool.
Findings
The results showed that the image of the university mediates the relationship between USR and student loyalty. Meanwhile, service quality does not mediate the relationship. The USR had a direct relationship with service quality, university image and student loyalty. The image of the university also had a direct effect on student loyalty, while service quality had an insignificant effect on student loyalty. Therefore, based on the coefficient value, the indirect effect between USR and student loyalty through the image of the university is stronger than the direct effect between USR and student loyalty.
Originality/value
Several previous models examined the relationship between corporate social responsibility (CSR) and consumer loyalty in general, but this research has applications in the education sector with a different concept, namely USR with different measurements.
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…
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.
Details
Keywords
This study argues that online user comments on social media platforms provide feedback and evaluation functions. These functions can provide services for the relevant departments…
Abstract
Purpose
This study argues that online user comments on social media platforms provide feedback and evaluation functions. These functions can provide services for the relevant departments of organizations or institutions to formulate corresponding public opinion response strategies.
Design/methodology/approach
This study considers Chinese universities’ public opinion events on the Weibo platform as the research object. It collects online comments on Chinese universities’ network public opinion governance strategy texts on Weibo, constructs the sentiment index based on sentiment analysis and evaluates the effectiveness of the network public opinion governance strategy adopted by university officials.
Findings
This study found the following: First, a complete information release process can effectively improve the effect of public opinion governance strategies. Second, the effect of network public opinion governance strategies was significantly influenced by the type of public opinion event. Finally, the effect of public opinion governance strategies is closely related to the severity of punishment for the subjects involved.
Research limitations/implications
The theoretical contribution of this study lies in the application of image repair theory and strategies in the field of network public opinion governance, which further broadens the scope of the application of image repair theory and strategies.
Originality/value
This study expands online user comment research to network public opinion governance and provides a quantitative method for evaluating the effect of governance strategies.
Peer review
The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-05-2022-0269
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Hoang Viet Nguyen, Tuan Duong Vu, Muhammad Saleem and Asif Yaseen
Improving service quality, student satisfaction and student loyalty is important to higher education institutions’ sustainable growth. The objectives of this study are a twofold…
Abstract
Purpose
Improving service quality, student satisfaction and student loyalty is important to higher education institutions’ sustainable growth. The objectives of this study are a twofold: first, the study seeks to determine the dimensions of higher education service quality with a specific focus on Vietnam. Second, it examines how the service quality dimensions impact student satisfaction and student loyalty, with the moderating role of the university image.
Design/methodology/approach
This study followed a rigorous procedure, including interviews, a survey, exploratory factor analysis (EFA) and reliability analysis to identify higher education service quality dimensions and their measures. After that, using the data obtained from 1,550 university students in Vietnam, confirmatory factor analysis was used to validate the identified dimensions and structural equation modeling was used to test a proposed model explaining the outcomes of higher education service quality.
Findings
The findings reveal five dimensions of higher education service quality: academic aspect, nonacademic aspect, programming issues, facilities and industry interaction. Most of these factors have a positive influence on student satisfaction. In addition, the university image moderates the positive relationship between student satisfaction and student loyalty.
Practical implications
This study’s findings highlight the complexity of service quality in the higher education context and encourage higher education institutions to improve their service quality in image to enhance student satisfaction and loyalty.
Originality/value
This study suggests a unique measure of higher education service quality dimensions and provides fresh insights into how they impact student satisfaction and loyalty in Vietnam.
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Dan-Cristian Dabija, Veronica Campian, Liana Stanca and Adriana Tiron-Tudor
The COVID-19 pandemic has brought tremendous changes in society. Universities were among the few organisations with some previous knowledge of online education, being able to…
Abstract
Purpose
The COVID-19 pandemic has brought tremendous changes in society. Universities were among the few organisations with some previous knowledge of online education, being able to rapidly adapt by transferring already known best practices to the new context. As teaching moved to online, students encountered less sustainable implementation by their universities. This allowed the development of previously planned sustainable strategies so that when face-to-face teaching resumed, universities could be even more sustainable. This paper aims to explore loyalty to the sustainable university during the later COVID-19 pandemic based on the university’s efforts to manage a green campus.
Design/methodology/approach
To investigate loyalty towards the sustainable university during the later COVID-19 pandemic, a conceptual model is proposed. This research is grounded in an empirical investigation using a quantitative online survey implemented with online interviews, the relations between all latent constructs being analysed with SmartPLS.
Findings
The results show that university sustainability reflects student loyalty, outlining the image developed under the influence of green campus management. The results show that universities must intensify their efforts to support the sustainable agenda and create a sustainable academic brand, inducing student loyalty. The findings may attract the attention of other universities wishing to gain knowledge about the factors that students consider important in generating their loyalty.
Research limitations/implications
As this research was carried out in the later COVID-19 pandemic context from 2021, the students already had experience of online teaching, so their assessment of the sustainability strategies implemented could be quite different from their perceptions in the first months of the pandemic. This research provides a comprehensive insight into the overall strategy that a sustainable university might apply in a crisis context.
Social implications
Research has shown that green campus management has a positive impact on the sustainability of a university’s image, on how students perceive the university at which they study and on the university’s efforts to ensure efficient campus management. These factors contribute to the development of a strong and sustainable image of the university within the community.
Originality/value
The originality of this paper lies in the research questions designed to conceptualise and operationalise the generation of students' loyalty towards their university by encouraging and implementing sustainable strategies on campus. This paper highlights a structural model that combines strategic practices to determine students' loyalty towards a sustainable university during the COVID-19 pandemic.
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Yones Romiani, Maryam Sadat Ghoraishi Khorasgani and Saeid Norollahee
Nowadays, universities increasingly consider reputation as a key component for improving quality and rankings. A positive reputation opens doors to added value and diverse…
Abstract
Purpose
Nowadays, universities increasingly consider reputation as a key component for improving quality and rankings. A positive reputation opens doors to added value and diverse opportunities. This paper aims to explore Middle Eastern higher education managers' perceptions of university reputation components.
Design/methodology/approach
Given the significance of this concept in Middle Eastern universities, a descriptive phenomenological qualitative approach is adopted to identify these key components. The study includes interviews with university managers, and data are collected through semi-structured interviews and analyzed thematically.
Findings
The findings reveal that, from the perspective of higher education managers, university reputation is influenced by four main components: university management and leadership, quality and performance, identity and image and social responsibility. These components are tailored to the context of Middle Eastern countries.
Practical implications
Practical implications are clearly laid out in the form of four key themes for higher education managers in Middle Eastern countries to manage reputation.
Originality/value
The study’s outcomes can be used as a guide for university managers in developing countries to change the situation in their favor and achieve great success in the competitive condition of universities by planning and making policies in this direction. Also, the managers of higher education in the Middle Eastern countries can take advantage of the components of this study to improve the quality and quantity of their universities and take an important step towards increasing the university’s reputation at the international level.
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Syed Tauseef Hussain, Saira Hanif Soroya and Kanwal Ameen
This study aims to explore visual artists’ image needs and the obstacles they face in meeting them.
Abstract
Purpose
This study aims to explore visual artists’ image needs and the obstacles they face in meeting them.
Design/methodology/approach
The visual artists, participating in the study, included painters, graphic designers, textile designers, architects and sculptors who were faculty members in two oldest art institutions of Pakistan. A total of 20 face-to-face interviews representing four participants from each visual artists group were conducted. The textual data were analyzed thematically, using NVIVO 12 software.
Findings
Results showed that under-study visual artists need images mainly for academic purposes (teaching, assignments, etc.) and for professional and research purposes. However, they require images quite often, as a majority of the respondents told that they need images on daily basis.
Social implications
The study findings provide an insight for information science professionals, system designers and image librarians regarding visual artists’ image using behavior.
Originality/value
As the researchers could not find any such study in local context, and a very few globally, therefore, this study may serve as a baseline for further research in this area.
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Heritage buildings are a witness to previous civilizations and constitute important elements in transmitting cultural identity through generations. In 1938, Alexandria University…
Abstract
Purpose
Heritage buildings are a witness to previous civilizations and constitute important elements in transmitting cultural identity through generations. In 1938, Alexandria University was established; it was called the University of Farouk at the time. In 1952, the university was named “Alexandria University,” and since then, it has witnessed growth and expansion in several fields. The research aims to preserve the heritage of this academic institution. It seeks to document this wealth of buildings that tell the story of the second-earliest university in Egypt.
Design/methodology/approach
A mixed-method approach was employed. A descriptive method was used to narrate the history of the university and the importance of its buildings. Within the quantitative approach, a questionnaire was chosen as the survey instrument for collecting the data within the research case study. The aim was to determine the awareness of students, staff and employees of the heritage importance of their faculty. Within the qualitative approach, several interviews were conducted with employees in the engineering departments of the university administrative building at Chatby and some of the selected faculties. The aim was to determine the methods used for the conservation of these buildings.
Findings
Alexandria University has a heritage value not only in its great history but also through its heritage buildings. Raising the awarness of the university's affiliates of this heritage will lead to enhance the feelings of loyalty and belongings to the university. Therefore, preserving this heritage and properly managing it is crucial.
Originality/value
Universities have to recognize that their built heritage constitutes a unique expression that can create a distinctive sense of place. University heritage is crucial in defining and interpreting the university cultural identity. The institution must identify resources that will help build a new public image and contribute to develop a successful brand. Campus appearance is an important factor that has a significant impact on student feelings of loyalty and belonging.
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