评估越南河内国立大学附属大学的品牌资产

Q3 Economics, Econometrics and Finance
Nguyen Ngoc Trang, Nguyen Anh Tuan, Le Nam Long
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引用次数: 0

摘要

本研究旨在评估越南河内国立大学(VNU)附属大学的品牌资产。来自越南国立大学成员大学的 486 名本科生和研究生参与了研究。研究采用了探索性因子分析、确认性因子分析、德尔菲分析和结构方程模型(SEM)来确定附属大学品牌资产的组成部分。研究结果表明,品牌资产由七个部分组成:品牌认知度、讲师质量、大学声誉、品牌联想、设施、忠诚度和感知质量。其中,设施对品牌资产的影响最大,β=0.819,其次是品牌认知度和讲师资产,β=0.783 和 β=0.758。另一方面,忠诚度似乎是影响最小的因素,β=0.740。总之,对教职员工的投资策略需要得到更多的关注和有效执行,此外,还需要不断补充和更新教学科研活动的技术设施,提高品牌认知度,以符合大学的特征。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.
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来源期刊
WSEAS Transactions on Business and Economics
WSEAS Transactions on Business and Economics Economics, Econometrics and Finance-Economics and Econometrics
CiteScore
1.50
自引率
0.00%
发文量
180
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.
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