Factors Affecting University Brand Management in Vietnam: An Exploratory Study at Private Universities in Hanoi
The research is aimed at identifying factors affecting university brand management by surveying private universities in Hanoi. Despite the vast amount of brand literature, it has received little attention in higher education settings, making the exploratory research method an appropriate choice. Wh...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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VJE
2023-09-01
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| Series: | Vietnam Journal of Education |
| Subjects: | |
| Online Access: | https://vje.vn/index.php/journal/article/view/261 |
| _version_ | 1827239957086863360 |
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| author | Hue Minh Thi Hoang Loc My Thi Nguyen Kien Trung Nguyen Truong Quang Dinh Lua Thi Tran |
| author_facet | Hue Minh Thi Hoang Loc My Thi Nguyen Kien Trung Nguyen Truong Quang Dinh Lua Thi Tran |
| author_sort | Hue Minh Thi Hoang |
| collection | DOAJ |
| description |
The research is aimed at identifying factors affecting university brand management by surveying private universities in Hanoi. Despite the vast amount of brand literature, it has received little attention in higher education settings, making the exploratory research method an appropriate choice. When observing the current situation from an unexplored perspective, the exploration design is a reasonable choice. Face-to-face and online interviews were conducted to exchange information and analyze the interaction of factors in brand management activities and the future university development orientation. Brand behavior and brand management of the university, competitiveness enhancement, and policies on university branding are among the factors that have a significant impact.
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| first_indexed | 2024-03-07T15:51:39Z |
| format | Article |
| id | doaj.art-b1ea414d78e746ce9a842f5a6df02cbf |
| institution | Directory Open Access Journal |
| issn | 2588-1477 2815-5572 |
| language | English |
| last_indexed | 2025-03-21T21:16:56Z |
| publishDate | 2023-09-01 |
| publisher | VJE |
| record_format | Article |
| series | Vietnam Journal of Education |
| spelling | doaj.art-b1ea414d78e746ce9a842f5a6df02cbf2024-05-29T05:06:38ZengVJEVietnam Journal of Education2588-14772815-55722023-09-0173Factors Affecting University Brand Management in Vietnam: An Exploratory Study at Private Universities in HanoiHue Minh Thi Hoang0Loc My Thi Nguyen1Kien Trung Nguyen2Truong Quang Dinh3Lua Thi Tran4Phuong Dong University, Hanoi, VietnamVNU University of Education, Hanoi, VietnamVNU University of Education, Hanoi, VietnamPhuong Dong University, Hanoi, VietnamPhuong Dong University, Hanoi, Vietnam The research is aimed at identifying factors affecting university brand management by surveying private universities in Hanoi. Despite the vast amount of brand literature, it has received little attention in higher education settings, making the exploratory research method an appropriate choice. When observing the current situation from an unexplored perspective, the exploration design is a reasonable choice. Face-to-face and online interviews were conducted to exchange information and analyze the interaction of factors in brand management activities and the future university development orientation. Brand behavior and brand management of the university, competitiveness enhancement, and policies on university branding are among the factors that have a significant impact. https://vje.vn/index.php/journal/article/view/261Brand managementuniversity brandprivate universities |
| spellingShingle | Hue Minh Thi Hoang Loc My Thi Nguyen Kien Trung Nguyen Truong Quang Dinh Lua Thi Tran Factors Affecting University Brand Management in Vietnam: An Exploratory Study at Private Universities in Hanoi Vietnam Journal of Education Brand management university brand private universities |
| title | Factors Affecting University Brand Management in Vietnam: An Exploratory Study at Private Universities in Hanoi |
| title_full | Factors Affecting University Brand Management in Vietnam: An Exploratory Study at Private Universities in Hanoi |
| title_fullStr | Factors Affecting University Brand Management in Vietnam: An Exploratory Study at Private Universities in Hanoi |
| title_full_unstemmed | Factors Affecting University Brand Management in Vietnam: An Exploratory Study at Private Universities in Hanoi |
| title_short | Factors Affecting University Brand Management in Vietnam: An Exploratory Study at Private Universities in Hanoi |
| title_sort | factors affecting university brand management in vietnam an exploratory study at private universities in hanoi |
| topic | Brand management university brand private universities |
| url | https://vje.vn/index.php/journal/article/view/261 |
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