The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

Nguyen, Lien T.; Lin, Tom M.Y.; Lam, Hoang Phuong

doi:10.3390/su13126724

Cited by 17 publications

(9 citation statements)

References 74 publications

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“…En efecto, la percepción de satisfacción del estudiante es la evaluación subjetiva de su experiencia durante el proceso educativo derivada de una evaluación general de los factores básicos (experiencia del aprendizaje) como complementarios (instalaciones, tecnología, apoyo institucional, etc. ), y que puede ser tan importante como el aprendizaje logrado (Nguyen et al, 2021;Weerasinghe y Fernando, 2017). Este es un resultado de primera significancia si se considera que la FID debe poner especial atención en el desarrollo profesional y académico de los estudiantes (Asrial et al, 2018).…”

Section: Resultados Educativosunclassified

Pensamiento crítico en las carreras de pedagogía

2023

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Este artículo tiene como objetivo realizar una revisión sobre las variables: características del cuerpo académico, desarrollo del pensamiento crítico en los estudiantes y resultados educativos, con el fin de establecer, desde una perspectiva conceptual y empíirica relaciones entre estas variables. Para esto, se recurre a fuentes secundarias, preferentemente a artículos de discusión teórica y a estudios empíricos de revistas de corriente principal. Como resultado de la investigación, se construye un modelo que relaciona, tanto directa como indirectamente, a las características del cuerpo académico, desarrollo del pensamiento crítico en los estudiantes y resultados educativos en la formación inicial docente.

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Section: Resultados Educativosunclassified

Pensamiento crítico en las carreras de pedagogía

2023

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“…Other organizational-level outcomes include corporate reputation (Jung & Hur, 2023), work performance, team resilience (Partouche-Sebban et al, 2022), enterprise innovation, enterprises' operational, financial, and innovative performance (Peng et al, 2020;Shi et al, 2020), and customer turnover intention (Olya et al, 2022). Various studies have examined e-WOM (Hussain et al, 2022), brand positioning (Nguyen et al, 2021), commitment (Delpechitre et al, 2018), and community knowledge and quality (Zhang et al, 2019). (Casper Ferm & Thaichon, 2021;Roy et al, 2020), and customercompany identification (Paulssen et al, 2019;Roy et al, 2020;Tuan, 2017).…”

Section: Discussionmentioning

confidence: 99%

The dynamics of value co‐creation behavior: A systematic review and future research agenda

Jain,

Sharma,

Devi

2023

Int J Consumer Studies

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Value co‐creation (VCC) continues to gain traction as a marketing concept in several service contexts. Given the limited understanding of how the VCC process translates into customers' actual behavior, VCC behavior (VCCB) describes the involvement of customers in the VCC process and includes active behavior during physical, virtual, and mental processes. Extant research on co‐creation unveils the antecedents and consequences of VCCB; however, no single study has assimilated the various factors that interplay in the actual co‐creation process. This systematic literature review of 136 research papers published from 2004 to June 2023, obtained from the Web of Science database, provides an overview of the existing empirical studies on VCCB. We used the established integrated theories, contexts, and methods‐antecedents, decisions, and outcomes (TCM‐ADO) framework and identified the important TCM used in the VCCB research. This review further identified 88 distinct antecedents classified into seven broad categories, decisions, and outcomes of VCCB. Additionally, we synthesized the mediators, moderators, and control variables used in extant studies. The review‐based research findings demonstrate future research directions for each dimension of the TCM‐ADO framework. The research questions presented in this study are set as a future research agenda to further comprehend the nuances of the VCCB that will help service firms implement the VCC process to its full potential.

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“…In the HE setting, the notion of students as co-creators of brand value has been studied in the field of education (e.g. Elsharnouby, 2015; Nguyen et al. , 2021).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Promoting university brand through student co-creation behaviors: the role of online brand posts

Vo,

Le,

Duong

2024

JTS

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PurposeThis study investigates the role of social media brand posts on customer response and whether said impacts foster engagement in brand co-creation behaviors, especially in the higher education sector. The study further explores the moderating role of a university's reputation in strengthening the effects on student response and co-creation behaviors.Design/methodology/approachThe authors conducted this research by using the dual processes of the heuristic–systematic model to understand the effects of brand post‐characteristics on student’s responses and behaviors. A dataset obtained from a survey of 755 students was employed to estimate the proposed research model.FindingsThe results illustrated two key characteristics of brand posts, namely argument quality (systematic processing) and quantity of posts (heuristic processing), positively affect cognitive and affective responses, thus encouraging students to co-create value for a university brand. Moreover, our study also found that university reputation plays a significant moderating role in strengthening the relationship between recipients’ responses and co-creation behavior.Originality/valueOnline brand posts not only enable institutions to exchange brand information but also allow students to contribute their own resources to co-create brand value. Thus, the study findings can help brand managers successfully implement co-branding efforts and foster students in the co-creation process.

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The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

Cited by 17 publications

References 74 publications

Pensamiento crítico en las carreras de pedagogía

Pensamiento crítico en las carreras de pedagogía

The dynamics of value co‐creation behavior: A systematic review and future research agenda

Promoting university brand through student co-creation behaviors: the role of online brand posts

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