{"title":"评估越南河内国立大学附属大学的品牌资产","authors":"Nguyen Ngoc Trang, Nguyen Anh Tuan, Le Nam Long","doi":"10.37394/23207.2024.21.54","DOIUrl":null,"url":null,"abstract":"This research aimed to assess the brand equity of affiliated universities in Vietnam National University, Hanoi (VNU). There were 486 undergraduates and post-graduates from member universities in VNU participating in the research. Exploratory factor analysis, confirmatory factor analysis, Delphi analysis, and Structural Equal Modeling (SEM) were utilized to identify components of brand equity of the affiliated universities. The findings show that brand equity consists of seven components: brand recognition, lecturer quality, university reputation, brand association, facilities, loyalty, and perceived quality. Among these, facilities have the biggest impact on brand equity with β=0.819, followed by brand recognition and lecturer equity with β=0.783 and β=0.758. On the other hand, loyalty appears to be the factor with the least influence with β=0.740. In short, strategies of investment in the teaching staff need greater attention and effective enforcement; besides, it is also necessary to continuously supplement and upgrade technical facilities for teaching and research activities and improve brand recognition in line with the university identity.","PeriodicalId":39427,"journal":{"name":"WSEAS Transactions on Business and Economics","volume":" 24","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Assessing Brand Equity of Affiliated Universities in Vietnam National University, Hanoi\",\"authors\":\"Nguyen Ngoc Trang, Nguyen Anh Tuan, Le Nam Long\",\"doi\":\"10.37394/23207.2024.21.54\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This research aimed to assess the brand equity of affiliated universities in Vietnam National University, Hanoi (VNU). There were 486 undergraduates and post-graduates from member universities in VNU participating in the research. Exploratory factor analysis, confirmatory factor analysis, Delphi analysis, and Structural Equal Modeling (SEM) were utilized to identify components of brand equity of the affiliated universities. The findings show that brand equity consists of seven components: brand recognition, lecturer quality, university reputation, brand association, facilities, loyalty, and perceived quality. Among these, facilities have the biggest impact on brand equity with β=0.819, followed by brand recognition and lecturer equity with β=0.783 and β=0.758. On the other hand, loyalty appears to be the factor with the least influence with β=0.740. In short, strategies of investment in the teaching staff need greater attention and effective enforcement; besides, it is also necessary to continuously supplement and upgrade technical facilities for teaching and research activities and improve brand recognition in line with the university identity.\",\"PeriodicalId\":39427,\"journal\":{\"name\":\"WSEAS Transactions on Business and Economics\",\"volume\":\" 24\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-02-09\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"WSEAS Transactions on Business and Economics\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.37394/23207.2024.21.54\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"Economics, Econometrics and Finance\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"WSEAS Transactions on Business and Economics","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.37394/23207.2024.21.54","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Economics, Econometrics and Finance","Score":null,"Total":0}
Assessing Brand Equity of Affiliated Universities in Vietnam National University, Hanoi
This research aimed to assess the brand equity of affiliated universities in Vietnam National University, Hanoi (VNU). There were 486 undergraduates and post-graduates from member universities in VNU participating in the research. Exploratory factor analysis, confirmatory factor analysis, Delphi analysis, and Structural Equal Modeling (SEM) were utilized to identify components of brand equity of the affiliated universities. The findings show that brand equity consists of seven components: brand recognition, lecturer quality, university reputation, brand association, facilities, loyalty, and perceived quality. Among these, facilities have the biggest impact on brand equity with β=0.819, followed by brand recognition and lecturer equity with β=0.783 and β=0.758. On the other hand, loyalty appears to be the factor with the least influence with β=0.740. In short, strategies of investment in the teaching staff need greater attention and effective enforcement; besides, it is also necessary to continuously supplement and upgrade technical facilities for teaching and research activities and improve brand recognition in line with the university identity.
期刊介绍:
WSEAS Transactions on Business and Economics publishes original research papers relating to the global economy. We aim to bring important work using any economic approach to a wide international audience and therefore only publish papers of exceptional scientific value that advance our understanding of finances. The research presented must transcend the limits of case studies, while both experimental and theoretical studies are accepted. While its main emphasis is economic, it is a multi-disciplinary journal and therefore its content mirrors the diverse interests and approaches of scholars involved with the international dimensions of business, economics, finance, history, law, marketing, management, political science, and related areas. It also welcomes scholarly contributions from officials with government agencies, international agencies, and non-governmental organizations.