University students’ insight on brand equity

University students’ insight on brand equity

The recognition of brand equity has been in a substantial amount of recent research. In this study, we investigated the indicators of brand equity, which include brand image, brand awareness, and brand loyalty, in the context of higher education in analyzing the students of 10 universities in Ho Chi...

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Main Authors: Khoa T. Tran, Phuong V. Nguyen, Huynh Thi Sa Do, Lieu Thi Nguyen
Format: Article
Language:English
Published: Growing Science 2020-02-01
Series:Management Science Letters
Online Access:http://www.growingscience.com/msl/Vol10/msl_2020_25.pdf
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spelling doaj-4dfe2110ba8b43f6b2477023696adf612020-11-25T02:09:56ZengGrowing ScienceManagement Science Letters1923-93351923-93432020-02-0110910.5267/j.msl.2020.2.006University students’ insight on brand equityKhoa T. Tran Phuong V. NguyenHuynh Thi Sa DoLieu Thi NguyenThe recognition of brand equity has been in a substantial amount of recent research. In this study, we investigated the indicators of brand equity, which include brand image, brand awareness, and brand loyalty, in the context of higher education in analyzing the students of 10 universities in Ho Chi Minh City, Vietnam. We collected a sample size of 340 people to conduct a path analysis using a Partial Least Square Structural Equation Modeling (PLS-SEM) approach. The results proved a significant relationship between brand awareness and brand loyalty and brand equity. We also verified the relationships between brand communication, brand trust, and brand image. These findings provide an example of one such implication, such as what universities should emphasize in their marketing efforts.http://www.growingscience.com/msl/Vol10/msl_2020_25.pdf
collection DOAJ
language English
format Article
sources DOAJ
author Khoa T. Tran
Phuong V. Nguyen
Huynh Thi Sa Do
Lieu Thi Nguyen
spellingShingle Khoa T. Tran
Phuong V. Nguyen
Huynh Thi Sa Do
Lieu Thi Nguyen
University students’ insight on brand equity
Management Science Letters
author_facet Khoa T. Tran
Phuong V. Nguyen
Huynh Thi Sa Do
Lieu Thi Nguyen
author_sort Khoa T. Tran
title University students’ insight on brand equity
title_short University students’ insight on brand equity
title_full University students’ insight on brand equity
title_fullStr University students’ insight on brand equity
title_full_unstemmed University students’ insight on brand equity
title_sort university students’ insight on brand equity
publisher Growing Science
series Management Science Letters
issn 1923-9335
1923-9343
publishDate 2020-02-01
description The recognition of brand equity has been in a substantial amount of recent research. In this study, we investigated the indicators of brand equity, which include brand image, brand awareness, and brand loyalty, in the context of higher education in analyzing the students of 10 universities in Ho Chi Minh City, Vietnam. We collected a sample size of 340 people to conduct a path analysis using a Partial Least Square Structural Equation Modeling (PLS-SEM) approach. The results proved a significant relationship between brand awareness and brand loyalty and brand equity. We also verified the relationships between brand communication, brand trust, and brand image. These findings provide an example of one such implication, such as what universities should emphasize in their marketing efforts.
url http://www.growingscience.com/msl/Vol10/msl_2020_25.pdf
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AT phuongvnguyen universitystudentsinsightonbrandequity
AT huynhthisado universitystudentsinsightonbrandequity
AT lieuthinguyen universitystudentsinsightonbrandequity
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