Tiền tố và hậu tố của nhận diện thương hiệu Trường Đại học An Giang
Nội dung chính của bài viết
Tóm tắt
Mục đích của nghiên cứu nhằm xác định các tiền tố và hậu tố của nhận diện thương hiệu Trường Đại học An Giang. Kiểm định mức độ tác động của các tiền tố đến nhận diện thương hiệu Trường Đại học An Giang và nhận diện thương hiệu đến truyền miệng và lòng trung thành của sinh viên. Dữ liệu được thu thập từ 563 sinh viên khóa 19, 20, 21 và 22 của Trường Đại học An Giang. Nghiên cứu sử dụng phương pháp phân tích nhân tố khám phá EFA và cấu trúc tuyến tính SEM để đánh giá độ tin cậy của thang đo và kiểm định mô hình lý thuyết. Kết quả nghiên cứu cho thấy tương đồng tính cách thương hiệu có tác động tích cực mạnh nhất đến nhận diện thương hiệu, tiếp theo là các nhân tố lợi ích xã hội, uy tín thương hiệu, cạnh tranh liên tổ chức. Nhân tố nhận diện thương hiệu ảnh hưởng tích cực đến lòng trung thành và truyền miệng của sinh viên. Thêm vào đó, nghiên cứu cũng cho thấy có sự khác biệt về nhận diện thương hiệu theo giới tính, khóa học và ngành học. Phát hiện cũng ngụ ý rằng khi sinh viên nhận diện được thương hiệu Trường Đại học An Giang họ thường có xu hướng truyền miệng tích cực về trường, giới thiệu cũng như ủng hộ Trường Đại học An Giang.
Chi tiết bài viết
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Từ khóa
Cạnh tranh liên tổ chức, lòng trung thành, lợi ích xã hộ, nhận diện thương hiệu, tương đồng của tính cách thương hiệu, truyền miệng, Trường Đại học An Giang, uy tín thương hiệu.
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Bunzel, D. L. (2007). Universities sell their brands. Journal of Product & Brand Management, 16(2), 152–153. https://doi.org/10.1108/10610420710740034
Büyükdağ, N., & Kitapci, O. (2021). Antecedents of consumer-brand identification in terms of belonging brands. Journal of Retailing and Consumer Services, 59. https://doi.org/10.1016/j.jretconser.2020.102420.
Cầm, V. (2020). Tránh dư thừa trường đại học. https://daidoanket.vn/tranh-du-thua-truong-dai-hoc-10172651.html
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Carlson, B. D., Donavan, D. T., & Cumiskey, K. J. (2009). Consumer-brand relationships in sport: Brand personality and identification. International Journal of Retail and Distribution Management, 37(4), 370-384. https://doi.org/10.1108/09590550910948592.
Casidy, R. (2013). The role of brand orientation in the higher education sector: a student-perceived paradigm. Asia Pacific Journal of Marketing and Logistics, 25(5), 803–820. https://doi.org/10.1108/APJML-06-2013-0069.
Curtis, T., Abratt, R., & Minor, W. (2009). Corporate brand management in higher education: the case of ERAU. Journal of Product & Brand Management, 18(6), 404–413. https://doi.org/10.1108/10610420910989721.
Đào, T. H. A. (2018). Các yếu tố tác động đến lòng trung thành thương hiệu của người tiêu dùng: nghiên cứu trường hợp hàng may mặc việt nam. Tạp chí Khoa học and Công nghệ, 46, 91-97.
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Fatma, M., & Rahman, Z. (2015). Consumer perspective on CSR literature review and future research agenda. Manage Res Rev, 38(2), 195-216. http://dx.doi.org/10.1108/MRR-09-2013-0223.
Gammoh, B. S., Mallin, M. L., & Pullins, E. B. (2014). The impact of salesperson-brand personality congruence on salesperson brand identification, motivation and performance outcomes. Journal of Product and Brand Management, 23(7), 543-553. https://doi.org/10.1108/JPBM-10-2013-0434.
Homburg, C., Wieseke, J., & Hoyer, W. D. (2009). Social Identity and the Service—Profit Chain. Journal of Marketing, 73(2), 38–54. http://www.jstor.org/stable/20619009.
Hồng, L. N. (2024). Tránh dư thừa trường đại học. https://luatduonggia.vn/giao-duc-dai-hoc-la-gi-muc-tieu-vai-tro-cua-giao-duc-dai-hoc/.
Hysi, V., & Shyle, I. (2015). The Image and Perceived Quality of Universities as Important Dimensions for Building University Brand Equity -Case Study Involving Albanian Students. European Journal of Social Sciences Education and Research, 3(2), 40. https://doi.org/10.26417/ejser.v3i2.p40-49.
Judson, K. M., Aurand, T. W., Gorchels, L., & Gordon, G. L. (2009). Building a university brand from within: University administrators’ perspectives of internal branding. Services Marketing Quarterly, 30(1), 54-68. https://doi.org/10.1080/15332960802467722.
Kahle, L. R. (1983). Social Values and Social Change: Adaptation to Life in America. New York, NY: Praeger Publishers.
Kim, C. K., Han, D., & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4), 195-206. https://doi.org/10.1111/1468-5884.00177.
Kuenzel, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification. Journal of Targeting, Measurement and Analysis for Marketing, 18(3-4), 167-176. https://doi.org/10.1057/jt.2010.15.
Kuenzel, S., & Vaux Halliday, S. (2008). Investigating antecedents and consequences of brand identification. Journal of Product and Brand Management, 17(5), 293-304. https://doi.org/10.1108/10610420810896059.
Kuo, Y. F., & Feng, L. H. (2013). Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities. International Journal of Information Management, 33(6), 948-962. https://doi.org/10.1016/j.ijinfomgt.2013.08.005.
Lee, S. (2011). Consumers’ value, environmental consciousness, and willingness to pay more toward green-apparel products. J Glob Fash Mark, 2(3), 161-169. https://doi.org/10.1080/20932685. 2011.10593094.
Lý, M. H., & Nguyễn, T. M. T. (2020). Tiền tố và hậu tố của nhận diện thương hiệu: Nghiên cứu thực nghiệm thương hiệu điện thoại di động tại Việt Nam. HCMCOUJS-Kinh tế và Quản trị Kinh doanh, 16(3), 81-92. https://doi.org/10.46223/HCMCOUJS.econ.vi.16.3.577.2021.
Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103-123. https://doi.org/10.1002/job.4030130202.
Muthaly, S., Lobo, A. C., & Song Jen-Yuan, J. (2013). Marketing of postgraduate education in Taiwan: issues for foreign universities. Asia Pacific Journal of Marketing and Logistics, 25(1), 118-130. https://doi.org/10.1108/13555851311290966.
Nguyễn, V. H. T. (2019). Các yếu tố ảnh hưởng đến nhận biết thương hiệu và hoạt động truyền miệng cho sản phẩm bưởi da xanh của Hợp tác Bưởi da xanh Sông Xoài, thị xã Phú Mỹ, Bà Rịa-Vũng Tàu. Truy cập từ https://tailieutuoi.com/.
Nguyen, B., Yu, X., Melewar, T. C., & Hemsley-Brown, J. (2016). Brand ambidexterity and commitment in higher education: An exploratory study. Journal of Business Research, 69(8), 3105-3112. https://doi.org/10.1016/j.jbusres.2016.01.026.
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74 (6), 1-17. http://www.jstor.org/stable/25764280?seq=1andcid=pdf-reference#references_tab_contents.
Palmer, A., Koenig-Lewis, N., & Asaad, Y. (2016). Brand identification in higher education: A conditional process analysis. Journal of Business Research, 69(8), 3033–3040. https://doi.org/10.1016/j.jbusres.2016.01.018.
Rauschnabel, P. A., Krey, N., Babin, B. J., & Ivens, B. S. (2016). Brand management in higher education: The University Brand Personality Scale. Journal of Business Research, 69(8), 3077–3086. https://doi.org/10.1016/j.jbusres.2016.01.023.
Rubio, N., Villaseñor, N., & Oubiña, J. (2015). Consumer identification with store brands: Differences between consumers according to their brand loyalty. BRQ Business Research Quarterly, 18(2), 111-126. https://doi.org/10.1016/j.brq.2014.03.004.
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