Web-based marketing communication to develop brand image and brand equity of higher educational institutions. A structural equation modelling approach
| DOI | https://doi.org/10.1108/GKMC-10-2018-0088 |
| Published date | 07 September 2019 |
| Pages | 151-169 |
| Date | 07 September 2019 |
| Author | Md. Abdul Momen,Seyama Sultana,A.K.M. Ahasanul Haque |
| Subject Matter | Library & information science,Information behaviour & retrieval,Information in society,Information literacy,Library & information services |
Web-based marketing
communication to develop brand
image and brand equity of higher
educational institutions
A structural equation modelling approach
Md. Abdul Momen
Department of Business Administration, East West University,
Dhaka, Bangladesh
Seyama Sultana
Department of Business and Economics, United International University,
Dhaka, Bangladesh, and
A.K.M. Ahasanul Haque
Department of Economics and Management,
International Islamic University Malaysia, Kuala Lumpur, Malaysia
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 displaysand constantly changing algorithm in
search engine optimization have become major challenges today. Hence, the purpose of this study is to
configure integrated onlinemarketing communication for the development of brand image and brand equity
for higher educationalinstitutions.
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.Both exploratory and confirmatory factor analyses were used for interpretingthe data. To test the
derived hypotheses,structural equation modelling was used.
Findings –In line with contemporary literature, the study revealed positive relationships between brand
image and brand equity,between search engine and brand image and between social media and brand image.
The relationshipbetween online display and brand imagewas not found significant.
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
and public institutionsseparately, considering their differencesin nature.
Practical implications –Because history and traditionare 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 integratedonline communication for their target groups, such as students andindustry, in the age
of the internet.
Originality/value –This study generates a comprehensive understanding of the impact of Web-based
marketingcommunication to develop brand image and brand equity of higher educationalinstitutions.
Keywords Marketing strategy, Communication, Brand image, Education, Brand equity,
World Wide Web, Web-based marketing
Paper type Research paper
Web-based
marketing
communication
151
Received7 November 2018
Revised21 February 2019
29May 2019
19June 2019
Accepted17 July 2019
GlobalKnowledge, Memory and
Communication
Vol.69 No. 3, 2020
pp. 151-169
© Emerald Publishing Limited
2514-9342
DOI 10.1108/GKMC-10-2018-0088
The current issue and full text archive of this journal is available on Emerald Insight at:
https://www.emerald.com/insight/2514-9342.htm
1. Introduction
Despite its early involvement with traditionalconsumer goods only, branding has currently
grown to become a core part of services and non-profit organizations as well. Taking its
distinct features (intangibility, variability, inseparability,for instance) into consideration, it
is argued that brand imagecan play a crucial role for any service industry in building strong
brand equity (Endo et al., 2018). A review of the literature suggests that similar to other
service organizations, highereducation institutions are also heading toward brand-building
activities to ensure their longterm superior position over competitors. History and tradition
are no longer the sole reasons to attain and retain the positive image and customer-based
brand equity. Hence, use of marketing communication tools in a comprehensive manner is
an indispensable strategy for every marketer (Seric, 2017). Many of theseinstitutions adopt
various promotional tools such as advertising, public relations, online communication and
direct marketing to create theirrespective distinct images. While many studies focus on the
use of conventional communication for this purpose, a comprehensive review of the
literature does not show a strong presence of strategic coordination of Internet-based
marketing communication in creating a brand image of higher education service toward
overall consumer brand equity.Malaysia also aspires to become one of the best educational
service providers in the world(www.moe.com). It is to be noted that positive brand equity is
a fundamental indicator that showsthe effectiveness of each used communication tool (Raji
et al.,2018). Before the use of each marketing communication technique, one needs to
confirm its projectedvalue.
Sustainability and competitiveness are two major issues amongst the communities of
Malaysian education sector.HE sector of Malaysia consists of more than 50 universities and
20 university colleges, 400 plus private colleges and eight foreign branch campuses. All
these institutions are competing for the same group of local and regional students. In
addition, every year a significant portion of these students plan to pursue their study
abroad. For instance, outbound count expands to just fewer than 65,000 students by 2015
(Carter and Yeo, 2016). Apart from attracting new students, hence, retention of these
outbound students becomes priorityfor Malaysian government (Singh and Jack, 2018). The
number of Internet users fromvarious age groups is fundamentally expanding in Malaysia.
For instance, it is seen in a research that, 77.2 per cent of daily users of the Internet in
Malaysia are from the age ranged in 16-24years (Mostly college and university students
group), trailed by 66.6per cent from the age section of 35-44 years.This specific data plainly
means the significance of web communication and the job they play in influencing
individuals to pick various products and services(Jan and Ammari, 2016). Higher education
is no exception. Similar to other part of the world, Malaysian students are taking most of
their decisions including courses and institution selection on the basis of their online
exposure and experience(Ayub et al., 2014;Nixon et al., 2018).
However, configuring the right mix in the age of social networking sites, various online
displays and constantly changing algorithms in search engine optimization (SEO) has
become a significant challenge today. Hence, the purpose of this study is to configure
integrated online marketing communication toward the development of brand image and
brand equity for highereducational institutions.
2. Literature review
In the following sections literatures on brand equity and brand image about online
marketing communication are cited to formulate the hypotheses to be tested in the
subsequent sections.
GKMC
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