The aim of the present research is to examine a university’s website factors that influence the brand image of a university and behavioral intentions of students.
Abstract
Purpose
The aim of the present research is to examine a university’s website factors that influence the brand image of a university and behavioral intentions of students.
Design/methodology/approach
Convenience sampling was used to collect data through questionnaires distributed to students of different colleges and universities in Islamabad, and the research model was tested through variance-based structural equation modeling in smart PLS.
Findings
The results reveal that diversity information, excellence information, personal branding of professors and virtual tours on a university’s website have a positive impact on brand image as well as behavioral intentions of students. In addition, brand image mediates the relationship between all factors and students’ behavioral intentions.
Originality/value
The present study is the first of its kind to examine the impact of diversity information, excellence details, professors' personal branding, and virtual tours on a university's brand image and students’ behavioral intentions. The findings offer theoretical and practical implications for enhancing e-marketing strategies through a university's website.