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

Abstract

PurposeThis 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/approachThe 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.FindingsThe 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/valueThese 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.