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.
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.
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.
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.
