Abstract

The objectives of this study were to understand how Cyber University Image (CUI) is defined, identify CUI enablers and the theories behind the proposed construct of CUI, and make recommendations for future research in this area. This study employed a systematic literature review (SLR) technique, conducting comprehensive searches of related business management, information technology, and education datasets. The goal was to identify all relevant literature in the field while focusing on the most relevant literature to the research question. From 2012 to 2022, this study examined the research topics, settings, methods, and technological advances in cyber university and brand image in the university domain. Following a review of peer-reviewed journals, a total of 54 refereed articles were chosen and analyzed. Findings – The paper reveals that the potential benefits of implementing branding strategy concepts and theories are gradually recognized in the cyber university domain. However, the literature on smart universities and brand image as one of the branding strategies is still incoherent and lacking in theoretical frameworks that reflect the specific circumstances of branding strategy in the university domain, revealing the need to organize them. Furthermore, the SLR reveals the urgency behind the proposal of a new construct, CUI, as a more appropriate and integrated term for brand image in the SU domain. Research limitations/implications – CUI research is still in its early stages, with more work from an identifying problems and strategies perspective. Originality/value – The paper proposed a revised construct of brand image in the cyber university domain, that is, Cyber University Image (CUI) and its enabler. The new construct of CUI will contribute to a more appropriate university branding strategy in a highly competitive digital era market.

Keywords: University, Cyber University Image (CUI), Brand Image, Cyber University

How to Cite:

Luckyardi, S. & Gaffar, V., (2026) “Cyber University Image: A Systematic Literature Review and Future Research Agenda”, Australasian Accounting, Business and Finance Journal 20(2): 5, 67–93. doi: https://doi.org/10.14453/aabfj.v20i2.05

Rights: In Copyright