FACTORS AFFECTING THE BRAND IMAGE  OF FACULTY OF ECONOMICS, DONG THAP UNIVERSITY

Nguyễn Giác Trí; Huỳnh Quốc Tuấn

doi:10.34238/tnu-jst.5839

FACTORS AFFECTING THE BRAND IMAGE OF FACULTY OF ECONOMICS, DONG THAP UNIVERSITY

About this article

Received: 09/04/22 Revised: 30/05/22 Published: 30/05/22

Authors

1. Nguyen Giac Tri , Dong Thap University
2. Huynh Quoc Tuan, Dong Thap University

Abstract

This study was conducted to examine the factors affecting the brand image of Faculty of Economics, Dong Thap University. On the basis of a review of previous studies, the author built a questionnaire and conducted a direct survey of 250 students of the Faculty of Economics, Dong Thap University. The results obtained 225 responses, of which 180 were valid and the author conducted coding, data entry and preparation for analysis. Besides, the author uses data analysis methods such as: Cronbach's Alpha reliability test, exploratory factor analysis, correlation test and multiple linear regression analysis with the support of the company. The tool is SPSS software. Research results show that there are 06 factors: history of faculty, trust in the faculty, program cost, program quality, teaching quality and service quality. In which, the history of the faculty is the factor that has the strongest influence on the brand image of the Faculty of Economics.

Keywords

Teaching quality; Service quality; Faculty history; Dong Thap University; Brand image

Full Text:

PDF (Tiếng Việt)

References

[1] Q. Yu, Y. Asaad, D. A. Yen, and S. Gupta, “IMO and internal branding outcomes: an employee perspective in UK HE,” Studies in Higher Education, vol. 43, no. 1. pp. 37-56, 2018.

[2] L. Leonard, “Cultivating service brand equity,” Journal Academy of Marketing Science, vol. 28, no. 1, pp. 128–137, 2000.

[3] T. D. Nguyen, X. T. Nguyen, and T. N. M. Nguyen, “Factors influencing the brand image of the foreign language centers in Binh Duong,” Journal Economics - Technology, vol. 16, no. 12, pp. 111–117, 2016.

[4] T. S. Nguyen and T. M. Nguyen, “Impact of advertising on the image and brand release of Foreign Trade University,” Ho Chi Minh City Open University Journal of Science, vol. 10, no. 3, pp. 75–84, 2015.

[5] T. N. T. Vo, N. B. Dang, and T. P. Mai, “Similarities and differences between service and product brand images-Evidence from education service,” Science & Technology Development, vol. 19, no. 2, pp. 91–103, 2016.

[6] W. Schlesinger, A. Cervera-Taulet, and W. Wymer, “The influence of university brand image, satisfaction, and university identification on alumni WOM intentions,” Journal of Marketing for Higher Education, no issue, pp. 1–19, 2021.

[7] A. Alkhawaldeh, A. Alsaad, A. Taamneh, and H. Alhawamdeh, “Examining antecedents and consequences of university brand image,” Management Science Letters, vol. 10, no. 5, pp. 953–960, 2020.

[8] K. K. Twum, A. A. Yalley, and G. K. -Q. Agyapong, “The influence of Public University library service quality and library Brand image on user loyalty,” International Review on Public and Nonprofit Marketing, vol. 18 , no. 2 , pp. 1–22, 2021.

[9] S. Panda, S. C. Pandey, X. Tian, and A. Bennett, “University brand image as competitive advantage: a two-country study,” International Journal of Educational Management, vol. 33, no. 2, pp. 234–251, 2019.

[10] T. A. C. Tran and T. T. Do, “Developing university brand image in the awareness of student and employers,” Science & Technology Development Journal- Economics - Law and Management, vol. 5, no. 3, pp. 1598–1610, 2021.

[11] T. Q. H. Hoang and T. K. Tran, “Factors of the brand image influencing students’ choices in higher education institutions in Ho Chi Minh City,” Ho Chi Minh City Open University Journal of Science, vol. 9, no. 1, pp. 105-127, 2020.

[12] J. M. Balmer, M. Urde, and S. A. Greyser, “Corporate brands with a heritage,” Working Paper, vol. 7, no. 8, pp. 2–24, 2007.

[13] R. J. Brodie, J. R. M. Whittome, and G. J. Brush, “Investigating the service brand: A customer value perspective,” Journal of Business Research, vol. 62, no. 3, pp. 345–355, 2009.

[14] V. A. Zeithaml, L. L. Berry, and A. Parasuraman, “Communication and Control Processes in the Delivery of Service Quality,” Journal of Marketing, vol. 52, no. 2, pp. 35–48, 1988.

DOI: https://doi.org/10.34238/tnu-jst.5839

Refbacks

There are currently no refbacks.



Remember me