RESEARCH ON THE EFFECT OF UNIVERSITY REPUTATION, BRAND ENGAGEMENT, BRAND PERSONALITY, ON SATISFACTION AND LOYALTY OF STUDENTS OF HANOI UNIVERSITY OF INDUSTRY

Abstract

The study was conducted to test the relationship between university reputation, brand engagement, brand personality, satisfaction and loyalty of students
at Hanoi University of Industry. In addition, the study also explores the mediating role of student satisfaction in the relationship between university reputation,
brand engagement, brand personality and student loyalty. The study uses primary data from survey results with 270 valid questionnaires. The study used the
SEM structural model, processing data through SPSS 24 and AMOS 24 software. Research results show that university reputation, brand cohesion and brand
personality have a positive impact. to student satisfaction and loyalty. Management implications and future research directions are also discussed.