Co-creating Corporate Visual Identity by Engaging Internal Stakeholders in Designing Brand Logo and Website

Pantea Foroudi*, Alireza Nazarian, Philip Kitchen, Khalid Hafeez, Constantinos-Vasilios Priporas, Eleonora Pantano

*Corresponding author for this work

Research output: Contribution to journalArticle (Academic Journal)peer-review


By 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.
Original languageEnglish
Pages (from-to)42-59
Number of pages8
JournalJournal of Business Research
Early online date11 Apr 2020
Publication statusPublished - 1 Jun 2020

Structured keywords

  • MGMT Marketing and Consumption


  • co-creation
  • brand reputation
  • stakeholder's social network
  • logo
  • website

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