Enhancing university brand image and positive word of mouth through student’s value co-creation activity: The role of psychological empowerment and trust in lecturer

Abstract

Higher education institutions should use value co-creation to gain a competitive advantage. Therefore, it is essential to identify necessary antecedents and consequences of value co-creation to attract stakeholder participation. The study examines the impact of psychological empowerment and trust in lecturers on student’s value co-creation. In addition, the study investigates the influence of students’ value co-creation on positive word of mouth and university image. Based on a sample of 443 students from public and non-public universities in Ho Chi Minh City, the results indicated that psychological empowerment and trust in the lecturer positively impact students’ value co-creation. The study also confirmed that students value co-creation, which enhances the university's image and positive word of mouth. The findings provide substantial theoretical and managerial implications for scholars, educators, and educational managers.