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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).
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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

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