University students’ insight on brand equity
| Autor: | Khoa T. Tran, Phuong V. Nguyen, Huynh Thi Sa Do, Lieu Thi Nguyen |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: | |
| Zdroj: | Management Science Letters, Vol 10, Iss 9 (2020) |
| Druh dokumentu: | article |
| ISSN: | 1923-9335 1923-9343 |
| DOI: | 10.5267/j.msl.2020.2.006 |
| Popis: | 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. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
|