Research to Explore the Components of University Brand Equity from the Student Perspectives: A Study in Hanoi City, Vietnam

Abstract

This paper researches, synthesizes and gives the university brand equity components and factors from students'perspectives in Hanoi city. University brand value from a student perspective in Hanoi city includes fourelements: Brand Awareness (BA), Brand Impression (BI), Perceived Quality (PQ), and Brand Loyalty (BL). Polling 350 students collected analytical data through questionnaires designed to match students' unique characteristics at universities in Hanoi. The research results contribute to the scientific basis for university leaders in building and developing brands todraw more students in the future.