STUDENT - BASED BRAND EQUITY: STUDYING WITH MARKETING CASES IN UNIVERSITIES IN HANOI

Abstract

In Vietnam, there have been a number of researches on student-based brand equity for universities but there has not been any formal research on the content and evaluation of brand equity for deep specialized. The article focuses on researching and evaluating student – based brand equity of marketing department at universities in Hanoi. Based on the theory of important fundamentals that based brand equity, including: Brand awareness, brand associations, brand loyalty, perceived quality. Quantitative research was conducted in the form of distributing questionnaires with more than 400 useful votes put into processing and analysis. The results show that all four factors affect brand equity of marketing department at universities in Hanoi, with different levels of influence.