Effect of advertising on the image and reputation of Foreign Trade University

Abstract

The purpose of this paper is to identify advertising factorsaffectingthe image and reputation of Foreign Trade University. The research results showedthat advertisinghas an impacton the image and reputation of a university and thebrand image has an impacton its reputation. Nowadays, the level of competition between universities is increasing but there are not many in-depth studies of the impact of advertising on university brand. This paper provides a scientific basis for universities to promote their image and reputation by advertisingand serves as a foundation for further research in this area.

Keywords

• quảng cáo
• hình ảnh thương hiệu
• danh tiếng thương hiệu
• thương hiệu trường đại học