Tác động của tính cách thương hiệu trường đại học tới sự hòa đồng của sinh viên với nhà trường

Tóm tắt

Vietnamese universities cannot avoid fierce competition in appealing to applicants. Brand personality is a valuable element in helping universities become friends who can engage and support students and communities to develop. Due to the love of university personalities, students transform their university values in their selves, see the university success or failures as their own outcomes and spread the university brand. Therefore, building the personalities those students expect will help universities possess a valuable and impressive image in order to win in the competition of enrollments and promote students’ identification. The present study investigates a literature review of the topic in order to provide a “big picture” of what university brand personality and student-university identification are and how the former impacts on the latter. Finally, the study proposes some relevant research topics on developing measurements of brand personality for Vietnamese universities and Vietnamese students’ identification with their university, as well as the medium within the relationship between the two subjects.