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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2020-02-01
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| Series: | Management Science Letters |
| Online Access: | http://www.growingscience.com/msl/Vol10/msl_2020_25.pdf |
| _version_ | 1811286735083012096 |
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| author | Khoa T. Tran Phuong V. Nguyen Huynh Thi Sa Do Lieu Thi Nguyen |
| author_facet | Khoa T. Tran Phuong V. Nguyen Huynh Thi Sa Do Lieu Thi Nguyen |
| author_sort | Khoa T. Tran |
| collection | DOAJ |
| 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. |
| first_indexed | 2024-04-13T03:05:03Z |
| format | Article |
| id | doaj.art-4dfe2110ba8b43f6b2477023696adf61 |
| institution | Directory Open Access Journal |
| issn | 1923-9335 1923-9343 |
| language | English |
| last_indexed | 2024-04-13T03:05:03Z |
| publishDate | 2020-02-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj.art-4dfe2110ba8b43f6b2477023696adf612022-12-22T03:05:16ZengGrowing 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 |
| spellingShingle | Khoa T. Tran Phuong V. Nguyen Huynh Thi Sa Do Lieu Thi Nguyen University students’ insight on brand equity Management Science Letters |
| title | 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_short | University students’ insight on brand equity |
| title_sort | university students insight on brand equity |
| url | http://www.growingscience.com/msl/Vol10/msl_2020_25.pdf |
| work_keys_str_mv | AT khoattran universitystudentsinsightonbrandequity AT phuongvnguyen universitystudentsinsightonbrandequity AT huynhthisado universitystudentsinsightonbrandequity AT lieuthinguyen universitystudentsinsightonbrandequity |