BRAND VALUE OF PUBLIC UNIVERSITIES IN HO CHI MINH CITY, VIETNAM

  • Tran Huu Ai Van Hien University, Ho Chi Minh City
  • Le Thị Minh Nguyen Van Hien University, Ho Chi Minh City
  • Pham Thi Chieu My Van Hien University, Ho Chi Minh City

Abstract

The brand and brand building are extremely important and have a long-term meaning for all organizations. Concerns about branding have first started to rise in the field of tangible products but then gradually shifted to the services sector. The intangible nature of a service makes consumers rely on brand elements more when assessing the quality and deciding to buy. Many types of services need to rely on brand reputation so that to attract customers, for example, healthcare services, counseling, and education. The influencing factors here are the factors that together make up brand value according to the model by Aaker (1991), which includes brand awareness, perceived quality, brand association, and brand loyalty.

Author Biographies

Tran Huu Ai, Van Hien University, Ho Chi Minh City

PhD, lecturer of Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam

Research interests – markets of agricultural products, SMEs functioning and government support, organic food markets, ecological economics, environmental issues of economic development and corporate social responsibility Published more than 60 papers in International journals, member of editorial board of International journals

Le Thị Minh Nguyen, Van Hien University, Ho Chi Minh City

MBA, Lecturer of Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam

Research interests: SMEs functioning and government support, consumer behavior, innovative products markets and finances. Published more than 20 papers in International journals

Pham Thi Chieu My, Van Hien University, Ho Chi Minh City

MBA, Lecturer of Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam

Research interests: SMEs functioning and government support, consumer behavior, innovative products markets and finances.

Published more than 20 papers in International journals.

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Published
2019-11-30
How to Cite
Ai, T. H., Nguyen, L. T. M., & My, P. T. C. (2019). BRAND VALUE OF PUBLIC UNIVERSITIES IN HO CHI MINH CITY, VIETNAM. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (6(19), 59-71. https://doi.org/10.35678/2539-5645.6(19).2019.59-71

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