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The brand is one of the important factors contributing to maintaining, expanding, and developing domestic and foreign markets for organizations in general and universities in specific. The brand image of a university is an essential part of building a position, building a brand identity to ensure that the school's message is well spread. To affirm the role of the organization in general and the university in particular, organizations need to build a strong and complete brand image and brand identity. Therefore, this article aims to provide a conception of the factors affecting the brand and its role for public universities. This research helps public universities understand brands and build a sustainable one. This study identifies the factors affecting the brand image of public universities in Ho Chi Minh City. The study surveyed 700 people, including lecturers and students at five public universities in Ho Chi Minh City. There are 650 valid samples collected and processed, including 300 lecturers and 350 students answering 35 questions related to 9 aspects. Data were collected from December 2020 to February 2021. The authors evaluated the scale's reliability and used Structural Equation Modeling (SEM) to consider the influencing factors. The study has shown that there are eight factors affecting the brand image of public universities in Ho Chi Minh City with a significance level of 0.01. |
