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

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

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 ch...

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Bibliographic Details
Main Authors: Momen, Md. Abdul, Sultana, Seyama, Haque, A. K. M. Ahasanul
Format: Article
Language:English
English
Published: Emerald Group Publishing Ltd. 2019
Subjects:
HF5717 Business communication
Online Access:http://irep.iium.edu.my/76274/
http://irep.iium.edu.my/76274/
http://irep.iium.edu.my/76274/
http://irep.iium.edu.my/76274/1/Web-Base%20Marketing%20Communication%20GKMC%202019.pdf
http://irep.iium.edu.my/76274/7/76274_Web-based%20marketing%20communication%20to%20develop%20brand%20image%20and%20brand%20equity%20of%20higher%20educational%20institutions-%20A%20structural%20equation%20modelling%20approach_Scopus.pdf
id iium-76274
recordtype eprints
spelling iium-762742019-12-17T05:02:32Z http://irep.iium.edu.my/76274/ Web-based marketing communication to develop brand image and brand equity of higher educational institutions: a structural equation modelling approach Momen, Md. Abdul Sultana, Seyama Haque, A. K. M. Ahasanul HF5717 Business communication 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 andbrand equity forhighereducationalinstitutions. 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.Bothexploratoryandconfirmatoryfactoranalyseswereusedforinterpretingthedata.Totestthe derivedhypotheses,structuralequationmodellingwasused. Findings – In line with contemporary literature, the study revealed positive relationships between brand imageandbrandequity,betweensearchengineandbrandimageandbetweensocialmediaandbrandimage. Therelationshipbetweenonlinedisplayandbrandimagewasnotfoundsignificant. 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 andpublicinstitutionsseparately,consideringtheirdifferencesinnature. 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 oftheinternet. Originality/value – This study generates a comprehensive understanding of the impact of Web-based marketingcommunicationtodevelopbrandimageandbrandequityofhighereducationalinstitutions Emerald Group Publishing Ltd. 2019-09-07 Article PeerReviewed application/pdf en http://irep.iium.edu.my/76274/1/Web-Base%20Marketing%20Communication%20GKMC%202019.pdf application/pdf en http://irep.iium.edu.my/76274/7/76274_Web-based%20marketing%20communication%20to%20develop%20brand%20image%20and%20brand%20equity%20of%20higher%20educational%20institutions-%20A%20structural%20equation%20modelling%20approach_Scopus.pdf Momen, Md. Abdul and Sultana, Seyama and Haque, A. K. M. Ahasanul (2019) 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. pp. 1-19. ISSN 2514-9342 E-ISSN 2514-9350 (In Press) https://www.emerald.com/insight/content/doi/10.1108/GKMC-10-2018-0088/full/html https://doi.org/10.1108/GKMC-10-2018-0088
repository_type Digital Repository
institution_category Local University
institution International Islamic University Malaysia
building IIUM Repository
collection Online Access
language English
English
topic HF5717 Business communication
spellingShingle HF5717 Business communication
Momen, Md. Abdul
Sultana, Seyama
Haque, A. K. M. Ahasanul
Web-based marketing communication to develop brand image and brand equity of higher educational institutions: a structural equation modelling approach
description 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 andbrand equity forhighereducationalinstitutions. 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.Bothexploratoryandconfirmatoryfactoranalyseswereusedforinterpretingthedata.Totestthe derivedhypotheses,structuralequationmodellingwasused. Findings – In line with contemporary literature, the study revealed positive relationships between brand imageandbrandequity,betweensearchengineandbrandimageandbetweensocialmediaandbrandimage. Therelationshipbetweenonlinedisplayandbrandimagewasnotfoundsignificant. 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 andpublicinstitutionsseparately,consideringtheirdifferencesinnature. 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 oftheinternet. Originality/value – This study generates a comprehensive understanding of the impact of Web-based marketingcommunicationtodevelopbrandimageandbrandequityofhighereducationalinstitutions
format Article
author Momen, Md. Abdul
Sultana, Seyama
Haque, A. K. M. Ahasanul
author_facet Momen, Md. Abdul
Sultana, Seyama
Haque, A. K. M. Ahasanul
author_sort Momen, Md. Abdul
title Web-based marketing communication to develop brand image and brand equity of higher educational institutions: a structural equation modelling approach
title_short Web-based marketing communication to develop brand image and brand equity of higher educational institutions: a structural equation modelling approach
title_full Web-based marketing communication to develop brand image and brand equity of higher educational institutions: a structural equation modelling approach
title_fullStr Web-based marketing communication to develop brand image and brand equity of higher educational institutions: a structural equation modelling approach
title_full_unstemmed Web-based marketing communication to develop brand image and brand equity of higher educational institutions: a structural equation modelling approach
title_sort web-based marketing communication to develop brand image and brand equity of higher educational institutions: a structural equation modelling approach
publisher Emerald Group Publishing Ltd.
publishDate 2019
url http://irep.iium.edu.my/76274/
http://irep.iium.edu.my/76274/
http://irep.iium.edu.my/76274/
http://irep.iium.edu.my/76274/1/Web-Base%20Marketing%20Communication%20GKMC%202019.pdf
http://irep.iium.edu.my/76274/7/76274_Web-based%20marketing%20communication%20to%20develop%20brand%20image%20and%20brand%20equity%20of%20higher%20educational%20institutions-%20A%20structural%20equation%20modelling%20approach_Scopus.pdf
first_indexed 2023-09-18T21:47:49Z
last_indexed 2023-09-18T21:47:49Z
_version_ 1777413567767642112

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