FACTORS AFFECTING BRAND VALUE: A CASE STUDY OF VIETNAMESE NON-PUBLIC UNIVERSITIES

Abstract

In the context of escalating competition, brand value provides strategic advantages that assist non-public universities in enhancing their capacity to attract students, affirming their prestige and fostering sustainable development. This study seeks to examine the factors influencing the brand value of non-public universities from both external perspectives (student perceptions) and internal perspectives (perceptions of faculty and employees). Data was collected from 323 respondents from non-public universities in Hanoi. The results of the analysis of the multivariate regression model identified eight factors influencing the brand value of non-public universities. Four factors, including lecturers, geographical location, employees, and facilities, influence external brand value. Conversely, four key determinants such as leadership, salary and benefits, working environment, and advancement opportunities impact the internal brand value of non-public universities. Based on the research findings, several implications are proposed to enhance the brand value of non-public universities in the future.