The Moderating Effect of Policies on Student’s Attractiveness in electing Future Higher Education Institution: An Analysis in South of Vietnam

Higher education is becoming more competitive due to recent events like globalization and the rise of private colleges both domestically and internationally. Fierce rivalry among Vietnam’s higher education institutes (HEI) to draw students in with a variety of policies. The research conducted a survey based on the choice and brand equity models with the data collection from 788 students. Primary data were analyzed by the SPSS and PLS software with the SEM linear structural model and discovered that the university’s brand equity (BE) has a significant effect on students’ attractiveness. The HEI’s policies positively affect their characteristics and image that can increase the university’s BE. The mediator testing showing school image can increase the effect of School characteristics or brand equity as well as on policies. The research finding that for rising up the admission, HEI should focus on building strong BE by making a good image of school.