VIETNAM JOURNAL OF EDUCATIONAL SCIENCES

THE VIETNAM NATIONAL INSTITUTE OF EDUCATIONAL SCIENCES

You are here

Home

MEASURING BRAND EQUITY OF UNIVERSITIES IN THE CENTRAL REGION

MEASURING BRAND EQUITY OF UNIVERSITIES IN THE CENTRAL REGION

HOANG ANH VIEN viendhcn@gmail.com Industrial University of Hochiminh City - Quang Ngai campus
Summary: 
The article measures brand equity of universities in the Central region basing on the perceptions of students. The research was conducted on a sample of 412 students. The findings showed that the brand asset scale consisted of eight components: brand awareness, lecturer quality, university reputation, loyalty, facilities, library services, language ability and career development. The result of brand loyalty has the strongest impact (β = 0.385) on the overall brand equity, followed by university reputation (β = 0.270) and lecturer quality (β = 0.242).
View file
Keywords: 
Measurement
brand equity
university
Central region
Refers: 

[1] Aaker - D.A, (1991), Managing Brand Equyty, The Free Press, New York, NY

[2] Phạm Thị Minh Lý, Tài sản thương hiệu của trường đại học theo cảm nhận sinh viên - Nghiên cứu tại các trường đại học tại Thành phố Hồ Chí Minh, Tạp chí Kinh tế & Phát triển, số 200, trang 79-87, năm 2014.

[3] Mei Goi Teh & Salleh Aliah Hanim Mohd, (2010), Impact of Brand Meaning on Brand Equyty Of Higher Educational Institutions in Malaysia, Research Conference, Malaysia.

[4] Musa Pinar and Paul Trapp, (2013), University brand equyty: an empirical investigation of its dimensions, International Journal of Educational Management, USA.

[5] Nguyễn Đình Thọ - Nguyễn Thị Mai Trang, (2011), Nghiên cứu khoa học marketing - Ứng dụng mô hình cấu trúc tuyến tính SEM, NXB Lao động.

Journal: 
No. 138, March 2017

Articles in Issue

SOLUTIONS FOR ENHANCING INCLUSIVE EDUCATION EFFECTIVENESS FOR CHILDREN WITH AUTISM SPECTRUM DISORDER
08/04/2021
RE-TRAINING SCHOOL TEACHERS TOWARDS COMPETENCE-BASED APPROACH
08/04/2021
ENHANCING EFFECTIVENESS OF PUBLIC EDUCATION PROVISION IN QUANG NGAI PROVINCIAL DEPARTMENT OF EDUCATION AND TRAINING
08/04/2021
STATE MANAGEMENT SOLUTIONS TO FINANACIAL ISSUES FOR PUBLIC UNIVERSITIES IN THE CONTEXT OF AUTONOMY
08/04/2021
DEVELOPING TEACHING STAFF OF CULTURAL MANAGEMENT AT UNIVERSITIES TO MEET SOCIAL DEMANDS
08/04/2021
SCIENTIFIC FOUNDATION ON VISUAL CHANNEL USAGE IN GEOGRAPHY TEACHING AT SCHOOLS
08/04/2021
COOPERATION BETWEEN TRAINING INSTITUTIONS OF EDUCATIONAL ADMINISTRATION BACHELORS AND PRATISING INSTITUTIONS IN THE NEW CONTEXT
08/04/2021
EXPERIENCE OF SCHOOL CURRICULUM DEVELOPMENT IN THE FEDERAL REPUBLIC OF GERMANY
08/04/2021
PROMOTING UNIVERSITY QUALITY ACCREDITATION IN CURENT CONTEXT
08/04/2021
RE-TRAINING SOFT SKILLS FOR PRESCHOOL AND SCHOOL TEACHERS TO MEET REQUIREMENTS OF RADICAL AND COMPREHENSIVE RENOVATION IN EDUCATION AND TRAINING
08/04/2021
DEVELOPING FUNCTIONS FROM STATISTICS DATA SUPPORTED BY MICROSOFT EXCEL IN MATHS MODELING TEACHING
08/04/2021
DEVELOPING SELF-STUDY SKILLS FOR STUDENTS
08/04/2021
COMPARING ENGLISH SUBJECT AT LOWER SECONDARY LEVEL IN RUSSIA AND VIETNAM
08/04/2021
HIGH-LEVEL THINKING – ITS CONCEPT AND COMPONENTS
08/04/2021
IMPACTS OF SCIENTIFIC DISCOVERY EXPERIENCE ON THE DEVELOPMENT OF SPOKEN LANGUAGE FOR HEARING IMPARED 5-6 YEAR OLDS
08/04/2021
THE FOURTH INDUSTRIAL REVOLUTION: OPPORTUNITIES, CHALLENGES AND ITS IMPACTS ON EDUCATION
08/04/2021
APPLYING PRACTICE AND RESEARCH FINDINGS IN GENERAL MATHS TEACHING INTO TRAINING MATHS TEACHERS AT LOWER SECONDARY LEVEL
08/04/2021
THE NEED OF SUPPORT BY CHILDREN WITH DISABILITIES IN INCLUSIVE PRESCHOOLS
08/04/2021
PROMOTING TEAM WORKING ACTIVITIES BASED ON MULTI - INTELLIGENCE THEORY APPROACH
08/04/2021
CURENT STATE OF LEADERSHIP COMPETENCE IN FEMALE STAFF AT PUBLIC UPPER SECONDARY SCHOOLS IN BAC NINH PROVINCE
08/04/2021
DEVELOPING STANDARDS FOR UNIVERSITY RECTORS IN THE CONTEXT OF EDUCATIONAL RENOVATION
08/04/2021
RE-TRAINING PRINCIPALS OF LOWER SECONDARY SCHOOLS TOWARDS COMPETENCE - BASED APPROACH
08/04/2021
DEVELOPING ENVIRONMENTAL PROTECTION SKILLS FOR PRIMARY PUPILS THROUGH ACTIVITY OF CREATIVE EXPERIENCES
08/04/2021
CURENT STATE OF LIFE VALUE EDUCATION FOR PEDAGOGICAL STUDENTS
08/04/2021
PRINCIPAL STANDARD APPROACH: A BASIS FOR DEVELOPING HIGH SCHOOL MANAGERS IN THE MEKONG DELTA AREAS
08/04/2021
SEVERAL ISSUES ON THE DEVELOPMENT OF SCHOOL CURRICULUM
08/04/2021
BASIC PSYCHOLOGICAL CONSULTATION SKILLS FOR HOMEROOM TEACHERS AT LOWER SECONDARY SCHOOLS
08/04/2021