FACTORS AFFECTING THE BRAND IMAGE OF FACULTY OF ECONOMICS, DONG THAP UNIVERSITY

Abstract

This study was conducted to examine the factors affecting the brand image of Faculty of Economics, Dong Thap University. On the basis of a review of previous studies, the author built a questionnaire and conducted a direct survey of 250 students of the Faculty of Economics, Dong Thap University. The results obtained 225 responses, of which 180 were valid and the author conducted coding, data entry and preparation for analysis. Besides, the author uses data analysis methods such as: Cronbach's Alpha reliability test, exploratory factor analysis, correlation test and multiple linear regression analysis with the support of the company. The tool is SPSS software. Research results show that there are 06 factors: history of faculty, trust in the faculty, program cost, program quality, teaching quality and service quality. In which, the history of the faculty is the factor that has the strongest influence on the brand image of the Faculty of Economics.