Article Sidebar
Views PDF: 74
The factors affecting the brand equity of Dong Thap University - Research based on students
Main Article Content
Abstract
The research investigates the factors affecting Dong Thap University brand equity based on students' view through four factors, namely Brand awareness, Brand association, Perceived quality and Brand loyalty. The study uses primary data by surveying students studying at Dong Thap University and 300 responses collected by using questionnaire through convenience sampling (non-probability sampling). Data were analyzed to obtain descriptive statistics, cronbach alpha, and other analyses (i.e. exploratory Factor Analysis, estimation and regression testing). Result shows that the four factors in consideration affected the brand equity of Dong Thap University, followed by other factors. Thus, this brand equity is not only affected by student perceptions, but also by training services. Accordingly, the research highlights practical implications and suggestive direction for administrative staffs to build the brand equity of Dong Thap University.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Keywords
brand equity, loyalty, perceived quality, student - based brand equity, university branding, association, awareness
References
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
Ailawadi, K. L., Lehmann, D. R., & Neslin, S. A. (2003). Revenue premium as an outcome measure of brand equity. Journal of Marketing, 67(4), 1-17.
Agarwal, M. K., & Rao, V. R. (1996). An empirical comparison of consumer-based measures of brand equity. Marketing Letters, 7(3), 237-247.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Chu, N. M. N. (2010). Perceived value of university training from the student perspective. Journal of Development and Integration, 4, 7-12.
Costello, A. B., & Osborne, J. (2005). Best practices in exploratory factor analysis: Four recommendations for getting the most from your analysis. Practical Assessment, Research, and Evaluation, 10(7), 1-9.
Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business Research, 69(8), 3049-3057.
Dung, T. V. (2019). Customer based brand equity and university brand management. VNU Journal of Science: Economics and Business, 35(4), 94-106.
Jevons, C. (2006). Universities: a prime example of branding gone wrong. The Journal of Product and Brand Management, 15(7), 466-467.
Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan Page Publishers.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. (2003). Strategic brand management: Building, measuring and managing brand equity (2nd ed.). Englewood Cliffs,NJ: Prentice-Hall.
Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands. Cambridge, MA: Marketing Science Institute, 3-27
Kim, H. B., Kim, W. G., & An, J. A. (2003). The effect of consumer‐based brand equity on firms’ financial performance. Journal of Consumer Marketing, 20(4), 335-351.
Law No. 34/2018/QH14 on amendments to the Law on higher education.
Mazzarol, T. W., & Soutar, G. N. (2008). Strategy matters: strategic positioning and performance in the education services sector. International Journal of Nonprofit and Voluntary Sector Marketing, 13(2), 141-151.
Mazzarol, T., & Soutar, G. (2008). Australian educational institutions' international markets: a correspondence analysis. International Journal of Educational Management, 22(3), 229-238.
Mourad, M., Ennew, C., & Kortam, W. (2011). Brand equity in higher education. Marketing Intelligence & Planning, 29(4), 403-420.
Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
Nguyen, D. T. (2011). Research methodology in economic, design and practics. Hanoi: Labour Publisher.
Pham, T. M. L. (2014). University brand equity as perceived by students: A study at universities in Ho Chi Minh City. Journal of Economics and Development, 200, 79-87.
Pinar, M., Trapp, P., Girard, T. and Boyt, T. (2014). University brand equity: an empirical investigation of its determinants. International Journal of Educational Management, 28(6), 616-634.
Supornpraditchai, T., Miller, K., Lings, I. N., & Jonmundsson, J. B. (2007). Employee-based brand equity: antecedents and consequences. In Australian and New Zealand Marketing Academy Conference. Otago University, 3-5 December, 1723-1733.
Tran, T. Y. M., & Pham, T, H. (2017). Audience perception toward the University of Da Nang’s brand. The University of Danang - Journal of Science and Technology, 2(111), 12-17.
Vu, T. T. H. (2019). Student - based brand equity: Studying with marketing cases in universities in Hanoi. Journal of Science and Technology, 52, 111-116.
Whisman, R. (2007). Internal branding: a university’s most intangible asset. Available at: www. brandchampionablog.com (accessed 20 September 2009).
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
Yuan, R., Liu, M. J., Luo, J., & Yen, D. A. (2016). Reciprocal transfer of brand identity and image associations arising from higher education brand extensions. Journal of Business Research, 69(8), 3069-3076.
Most read articles by the same author(s)
- Giac Tri Nguyen, Nguồn nhân lực – vấn đề mấu chốt trong phát triển kinh tế - xã hội tỉnh Đồng Tháp , Dong Thap University Journal of Science: No. 2 (2013): Part A - Social Sciences and Humanities