Customer Based Brand Equity and University Brand Management
Main Article Content
Abstract
As Vietnam integrated deeply into the world economy, higher institutions are on a rise and faced with strong competition, university brand management has played an increasingly important role. Following brand equity theories and customer based brand equity models, the paper proposes an analytical framework which adopts Aeker’s four components (1991) including brand awareness, brand associations, perceived quality and brand loyalty in order to enhance the value of brand equity for higher institutions in Vietnam.
Keywords:
Brand equity, university brand management, CBBE.
References
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[36] A. Chaudhuri, “Does brand loyalty mediate brand equity outcomes?”, Journal of Marketing Theory and Practice 99 (1999) 136-146.
[2] J. Hemsley-Brown, S. Goonawardana, “Brand harmonization in the international higher education market”, Journal of Business Research 60 (2007) 942-948.
[3] T.C. Melewar, A. Sibel, “The role of corporate identity in the higher education sector: A case study”, Corporate Communications 10 (2005) 41-57.
[4] K.M. Judson et al., “Building a university brand from within: University administrators’ perspectives of internal branding”, Services Marketing Quarterly 30 (2009) 54-68.
[5] Le Thu Trang, Nguyen Anh Tuan, Pham Le Thu Nga, “How should public universities be branded in Vietnam?”, published on 20/11/2015, http://cafebiz.vn/cau-chuyen-kinh-doanh/lam-thuong-hieu-the-nao-cho-dai-hoc-cong-lap-viet-nam-20151120090418693.chn, access to on 1/12/2019. (in Vietnamese).
[6] Kim, Kyung Hoon et al., “Brand equity in hospital marketing”, Journal of Business Research 61 (2008) 75-82.
[7] Jean-Noël Kapferer, The New Strategic Brand Management, Kogan Page; 4th edition, 2008.
[8] P. Feldwick, “What is brand equity anyway and how do you measure it?”, Journal of the Market Research Society 38 (1996) 85-104.
[9] Nguyen Dinh Tho and Nguyen Thi Mai Trang, Marketing Studies: Application of Structure Equation Modeling - SEM, 2nd edition, Ho Chi Minh City, Lao dong Publishing House, Ha Noi, 2001. (in Vietnamese).
[10] L.C. Winters, Brand equity measures: some recent advances, Marketing Research 3 (1991) 70-73.
[11] C.J. Cobb-Walgren, C. Beal, N. Donthu, Brand equity, brand preferences, and purchase intent, Journal of Advertising 24 (1995) 25-40.
[12] D.A. Aaker, Managing Brand Equity, Free Press, New York, 1991.
[13] B. Yoo, N. Donthu, S. Lee, “An examination of selected marketing mix elements and brand equity”, Journal of the Academy of Marketing Science 28 (2000) 195-211.
[14] K.L. Keller, “Conceptualizing, measuring and managing customer-based brand equity”, Journal of Marketing 57 (1993) 1-22.
[15] P. Kotler, K. Keller, Marketing Management, 12th Edition, Prentice Hall, Upper Saddle River, 2006.
[16] Pham Thi Lan Huong, Brand Management, University of Economics, Da Nang University, 2010.
[17] B. Lassar, A. Mittal, Sharma, “Measuring Customer-based Brand Equity”, Journal of Consumer Marketing 12 (1995) 11-20.
[18] P. Kotler, Marketing Managament, Praha: Grada Publishing, 1998.
[19] K.L. Keller, “Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands”, Marketing Science Institute, Report Summary, 107 (2001) 1-31.
[20] G. Richard, Netemeyer et al., “Developing and validating measures of facets of customer-based brand equity”, Journal of Business Research 57 (2004) 209-224.
[21] Steven Pike et al., “Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market”, International Marketing Review 27 (2007) 434-449.
[22] C.L.Ng. Irene, Jeannie Forbes, “Education as Service: The Understanding of University Experience Through the Service Logic”, Journal of Marketing for Higher Education 19 (2009) 1-26.
[23] Musa Pinar, Paul Trapp, “University brand equity: An empirical investigation of its dimensions”, International Journal of Educational Management, 28 (2014) 616-634.
[24] Pham Thi Minh Ly, “University Brand Equity through Students’ Viewpoints – Studies conducted in Ho Chi Minh City based Universities”, Journal of Economics and Development, Vol. 200 (2014) 79-87. (in Vietnamese).
[25] Hoang Anh Vien, “Measuring Brand Equity of the Universities in the Central Part of Vietnam”, Journal of Educational Science, Vol 138, Mar/2017, 186-189 (in Vietnamese).
[26] Vo Thi Thu Ha, “Student oriented Brand Equity: A Case Study of Marketing Faculties in Hanoi-based Universities”, Journal of Science and Technology, Vol. 52 (2019) 111-116. (in Vietnamese).
[27] A.C. Chen, “Using free association to examine the relationship between the characteristics of brand associations and brand equity”, Journal of Product & Brand Management 10 (2001) 439-49.
[28] E. Atilgan, S. Akinci, S. Aksoy, E. Kaynak, “Determinants of the brand equity: A verification approach in the beverage industry in Turkey”, Marketing Intelligence & Planning 23 (2005)
237-248.
[29] X. Tong, J.M. Hawley, “Measuring customer-based brand equity: Empirical evidence from the sportswear market in China”, Journal of Product and Brand Managerment 18 (2009) 262-271.
[30] N. Dawar, “Extensions of broad brands: The role of retrieval in evaluations of fit”, Journal of Consumer Psychology 5 (1996) 189-207.
[31] Hoang Thi Phuong Thao, Hoang Trong & Chu Nguyen Mong Ngoc, “Developing Brand Equity Measurements in Service based Economies”, Ministerial Project, University of Economics Ho Chi Minh City, 2009. (in Vietnamese).
[32] J.R. Rossiter, L. Percy, Advertising and Promotion Management, New York, McGraw Hill, 1987.
[33] A. Chaudhuri, M.B. Holbrook, “The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty”, Journal of Marketing 65 (2001) 81-93.
[34] S. Kabiraj, J. Shanmugan, “Development of a conceptual framework for brand loyalty: A Euro Mediterranean perspective”, Journal of Brand Management 18 (2011) 285-299.
[35] R.L. Oliver, A Behavioral Perspective on the Consumer, McGraw-Hiil, New York, NY, 1997.
[36] A. Chaudhuri, “Does brand loyalty mediate brand equity outcomes?”, Journal of Marketing Theory and Practice 99 (1999) 136-146.