University Brand Image and Online Marketing Communication

Abstract

Not only researchers but also managers and marketers pay much attention to the articulation of university brand image because they believe that it is increasingly valuable for enhancing their competition advantages in attracting more students, investors, etc. In the era of the information society, the higher education institutions tend to build strong brand image via online marketing communication. This research aims to diagnose the impact of online marketing communication on the university brand image. The results expand on previous research by identifying how the current students of the higher education institution perceived the university brand image with their interaction on the website and other online communication channel during COVID-19. The findings have significant implications both for brand managers to enable them to optimize their communication, and for future research.