Study on the Influence of Students’ Value Co-creation Behaviour on the Brand Image of Private Colleges and Universities

Abstract

In the context of education marketization, the relationship between private colleges and universities and their students is gradually evolving into one between enterprises and consumers, and students, as consumers, have more initiative and choices. The fierce market competition requires private colleges and universities to constantly improve their comprehensive strength to meet the market demand. As an external manifestation of the comprehensive strength of private colleges and universities, brand image will have an important impact on consumers' perception and behaviour, and is the main weapon for colleges and universities to distinguish themselves from competitors. Students' value co-creation behaviour is beneficial for private colleges and universities to better understand and timely provide what students need. Therefore, it is of great significance for the long-term development of private colleges and universities to carry out research on the correlation between the brand image of private colleges and the theory of student value co-creation and the influence of brand image.