Developing university brand image in the awareness of student and employers

Abstract

The brand has become one of the most important Marketing instruments and is used in every selling/buying transaction. However, a scale measurement of a brand image has not been developed that is applicable to all types of services as the brand image is mainly formed from the customer’s practical experience. The purpose of this research is to build a scale of the university’s brand image in the perception of students and employers. The methodology is based on two main surveys: (1) the exploratory qualitative study conducted with 57 students at Nha Trang University and 18 enterprises by the direct interview method; (2) The confirmatory quantitative study is based on a sample of 532 students at NTU. The research results identify six factors of Nha Trang university’s brand image scale and the other institutions, consisting of University landscape, facilities, teaching quality, service quality, characteristics, style. Based on the result, the paper theoretically and practically contributes to the management boards of universities and further research.