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July 26, 2026International Journal of Management in Education

The impact of brand equity dimensions on students choice of university: an empirical study in Vietnam

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Authors

THTruong Thi HueNHNguyen Thi Huyen

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Overview

Empirical study examines how brand equity influences university choice among students in Vietnam, indicating important implications for university marketing strategies.

Key Points

  • To investigate how different dimensions of brand equity affect the university choices of students in Vietnam.
  • Conducted an empirical study in Vietnam
  • Collected data from students regarding their university choices and brand perceptions
  • Analyzed the relationship between brand equity dimensions and choice outcomes
  • Brand equity dimensions significantly influence students' university choices
  • The perceived quality of a university's brand is the most impactful factor
  • Brand loyalty has a positive correlation with students' preference for certain universities

Cite This Study

Hue et al. (2026) studied this question.

synapsesocial.com/papers/6a65a3a3d3aea3239cd76a70https://doi.org/10.1504/ijmie.2027.10080160
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