The Effect of Online Communication on Corporate Brand Image

This study assists Higher Education Institutions to gain a better understanding of the online communication strategies that influence students in developing a brand image of their universities. First, the concept of online communication strategies in HE was defined and supported by the literature review. Then, a conceptual framework that links brand equity of the university with its online strategy was developed and empirically tested through a survey questionnaire. The survey was distributed to a sample of 200 students in two different types of universities representing the foreign and private universities in Egypt. Results support the idea that the website is a simple reflection of the university’s image and activities. Results also indicate that there is a strong correlation between the website strategy and the corporate brand image of the university. Brand loyalty was found to be positive among the sample. The overall corporate image of the university was highly dependent on students’ evaluation of the university website. Research results can be used as a useful tool to enhance brand image and to improve interactivity within the online communication strategies adopted by the Egyptian Higher Education Institutions. DOI: 10.4018/ijom.2012010101 2 International Journal of Online Marketing, 2(1), 1-15, January-March 2012 Copyright © 2012, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. research is briefly reviewed before presenting the results and managerial implications.