FACTORS OF THE BRAND IMAGE INFLUENCING STUDENTS’ CHOICES IN HIGHER EDUCATION INSTITUTIONS IN HO CHI MINH CITY

Abstract

   The awareness of brand image increasingly becomes a great importance in students' choices towards higher education institution. This study aims to investigate factors of brand image which influence the choices of students in terms of postgraduate universities, the case of three universities in Ho Chi Minh City (HCMC): International University HCMC, Economics University HCMC, University of Economics and Law HCMC. Focus group and paper-based techniques are applied to build questionnaire forming. The surveys of 450 samples would be collected by email survey technique. The qualitative method of factor analysis and ANOVA are used for this study. The results show the positive significance of human resource quality, program quality, infrastructure, cost and reputation of the universities to students' choices. Besides, there is an influence between type of job and students' choices.