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dc.contributor.authorForoudi, Pantea
dc.contributor.authorAl Ziyadin, S
dc.contributor.authorKitchen, P J
dc.contributor.authorPantano, E
dc.contributor.authorHafeez, Khalid
dc.date.accessioned2020-04-09T14:41:17Z
dc.date.available2020-04-09T14:41:17Z
dc.date.issued2020
dc.identifier.citationForoudi, P., Nazarian, A.l., Ziyadin, S., Kitchen, P.J., Hafeez, K., Priporas, C. and Pantano, E. (2020) Co-creating Corporate Visual Identity by Engaging Internal Stakeholders in Designing Brand Logo and Website. Journal of Business Research,en
dc.identifier.issn0148-2963
dc.identifier.urihttps://dora.dmu.ac.uk/handle/2086/19495
dc.descriptionThe file attached to this record is the author's final peer reviewed version.en
dc.description.abstractBy 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.en
dc.language.isoenen
dc.publisherElsevieren
dc.subjectCo-creationen
dc.subjectbrand reputationen
dc.subjectstakeholder’s social networken
dc.subjectlogoen
dc.subjectwebsiteen
dc.titleCo-creating Brand Reputation through Higher Education Employees’ and Students’ Social Networken
dc.typeArticleen
dc.peerreviewedYesen
dc.funderNo external funderen
dc.cclicenceCC-BY-NCen
dc.date.acceptance2020-03-20
dc.researchinstituteCentre for Enterprise and Innovation (CEI)en


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