University brand image in the sutdents’ mind

Abstract

Literature of service brand was inherited from literature of corporate and product brand. Beside the similarities, there still exist differences between these two concepts in terms of the nature and brand attributes. So far there has been noscale measurement of service brand image that is applicable to all types of services, regarding to Camelis & Llosa (2011) because the brand image is mainly formed from the customer experience with service, while their experiences with different types of services are not entirely the same. Based on the literature review of brand image combining with the qualitative study, this research identifies the attributes of brand image of the University in Vietnam. Then the scale measurement would be tested by the empirical study conducted with 967 students at University of Economics and Law, VNU HoChiMinh city. Results identify five attributes of University of Economics and Law’s image in particular and the ones having similar programs and training methods in general, including appearance, convenience, service quality, personality and symbol.

Keywords

• hồi quy logit
• bảo hiểm trồng lúa
• long an
• quyết định tham gia