Brand equity of the university and the perception of student - A study in the universities in Ho Chi Minh city

Abstract

    This study aims to investigate the relationship between brand equity of the university and the perception of student. Brand awareness, brand loyalty, brand image, and perceived quality were selected to measure brand equity. Data were collected from a survey on the students at universities in Ho Chi Minh city and various data analysis methods were applied such as descriptive statistics, Cronbach's Alpha, Confirmatory Factor Analysis (CFA), linear regression model using SAS and SPSS. The results reveal that brand loyalty is the only factor which affects brand in the higher education context.