The impact of university social responsibility on university’s students-based brand equity
This study evaluates the impact of University Social Responsibility (USR) practices on university brand equity based on students. A quantitative research method was mainly employed to test hypotheses and the research model using a data set from 482 students in Ho Chi Minh City. Partial Least Squares...
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| Format: | Article |
| Language: | Vietnamese |
| Published: |
TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH
2024-10-01
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| Series: | Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh |
| Subjects: | |
| Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/3577 |
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| Summary: | This study evaluates the impact of University Social Responsibility (USR) practices on university brand equity based on students. A quantitative research method was mainly employed to test hypotheses and the research model using a data set from 482 students in Ho Chi Minh City. Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized to assess measurement and structural models. The results confirm that USR directly impacts components of brand equity, including brand awareness (BAR), brand trust (TRU), brand reputation (REPU), perceived quality (QUAL), and brand loyalty (LOY). The study also found that other brand equity components influencing students’ brand loyalty, such as brand awareness, brand trust, brand reputation, and perceived quality. Based on these findings, the study suggests managerial implications for higher education institutions in implementing university social responsibility and enhancing university brand equity in the context of a competitive environment. |
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| ISSN: | 2734-9306 2734-9578 |