IMPACT OF BRAND IDENTITY COMPONENTS ON UNIVERSITY BRAND IMAGEIN HO CHI MINH CITY
Abstract
We all see that newly established schools, the building of identity and brand image becomes more urgent and needs more attention than schools that have existed for many years. However, HUTECH University established in 1995, has undergone certain changes that require repositioning with the brand image. Therefore, the choice of educational institutions for this case study becomes more significant. The results of the study show that the factors that make up brand identity, which affect the brand image of HUTECH University from high to low, are: Brand Relevance (BRL) β= 0.357; Teaching Staff (TS) β=0.287; Brand Reputation (BRP) β= 0.200; Brand Personality (BPS) β=0.182; Brand Relationship (BRT) β=0.073; Brand Performance (BPF) β= 0.044; and Educational Opportunity (EF) β= 0.039.
Downloads
References
Ambler, T. & Styles, C. (1996). Brand Development versus New Product Development: Towards a Process Model of Extension. Marketing Intelligence & Planning.
Bollen, K.A. (1989). Structural Equations with Latent Variables. John Wiley & Sons.
Coop, W.F. (2005). A question of identity. Journal of Marketing, 11: 36- 37.
David E. C. & Rayport, J. (1999). Branding: The power of market identity. Paperback.
Dowling, G. (2001). Creating corporate reputation: identity, image and performance. Oxford UniversityPress.
Drawbaugh, K. (2001). Branding: The Power of Market Identity. Financial Times/Prentice Hall.
Fombrun, C. & Rindova, V. (1996). Who’s tops and who decides? The social construction of corporate reputations. Stern Business School, New York University.
Harris, F. & De Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing, 35: 441 - 456.
Hoang Trong & Chu Nguyen Mong Ngoc (2010). Research data analysis. Hong Duc Publishing House.
Holt, D. & Schor, J. (2011). The Consumer Society Reader. The New Press.
Keller, K.L. (2003). Strategic brand management building, measuring, and managing brand equit. New Jersey: Prentice-Hall.
Kotler, P. & Gray, A. (2008). Principles of Marketing. Prentice Hall.
Okorie, N.C. & Uche, C.M. (2004). Total Quality Management (TQM) in Education: Its Imperatives and key content in Nnabuo. Fundamental Publishers of Educational Management.
Park, C.W., Jaworski, B.J. & Maclnnis, D.J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50, 135-145.
Perry, J. & Wisnom, A. (2003). Before the brand: creating the unique DNA of an enduring brand identity. New York: McGraw-Hill.
Smith, S. & Roodt, G. (2003). An evaluation of response scale formats of the Culture Assessment Instrument. SA Journal of Human Resource Management, 1(2): 60-75.
Abstract views: 42 PDF Downloads: 83
Copyright
The EUrASEANs
International College Suan Sunandha
Rajabhat University, Bangkok, Thailand
