Research Proposal Of Students In The Academic Year 2023 – 2024 Topic The Role Of Brand Attachment Strength In Heis In Ho Chi Minh City.pdf

Mã số: TT/P.QLPTKHCN/13/BM02 NGHIÊN CỨU KHOA HỌC SINH VIÊN VIETNAM GENERAL CONFEDERATION OF LABOUR TON DUC THANG UNIVERSITY FALCUTY OF BUSINESS ADMINISTRATION DAI HOC TON ĐỨC THĂN

Mã số: TT/P.QLPTKHCN/13/BM02

NGHIÊN CỨU KHOA HỌC SINH VIÊN

VIETNAM GENERAL CONFEDERATION OF LABOUR

TON DUC THANG UNIVERSITY FALCUTY OF BUSINESS ADMINISTRATION

DAI HOC TON ĐỨC THĂNG

TON DUC THANG UNIVERSITY

RESEARCH PROPOSAL OF STUDENTS IN THE ACADEMIC YEAR

2023 — 2024 TOPIC: THE ROLE OF BRAND ATTACHMENT STRENGTH IN

HEIS IN HO CHI MINH CITY FACULTY OF BUSINESS ADMINISTRATION INSTRUCTOR:

PhD Tran Cong Duc MBA Tran Thi My Linh

STUDENTS/TEAM OF STUDENT IMPLEMENTATION:

1 Nguyen Thanh Tam — 721H0123

2 Nguyen Thuy Linh — 721H0057

3 Le Thí Kim Thoa — 721H0134

Ho Chi Minh City, October in 2023

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RESEARCH PROPOSAL OF STUDENTS IN THE ACADEMIC YEAR

2023 - 2024

1 Topic:

“The role of brand attachment strength in HEIs in Ho Chi Minh City”

2 Reason to choose topic:

The COVID-19 pandemic and economic depression are just some examples

of disruptive events revealing that traditional factors of production are no longer considered to be the only contributors to economic development In this regard, a well-educated and highly skilled workforce is more important (Lu and Etzkowitz, 2008), whereby universities are now considered to be "a conserver and reproducer

of knowledge" to train graduates who will positively contribute to the highly valued development of national economies (Lu and Etzkowitz, 2008) Following this, educational organizations are worried about their future sustainable development, including both employment-oriented and business-innovative-oriented activities (Schaltegger et al., 2012; Jolink and Niesten, 2015)

According to Shampeny (2003, p 1), with the increasing cost of university tuition, the competition for students, and decreasing state funding, universities are continually looking for ways to attract students, fund their mission and stand out from the crowd In an increasingly competitive higher education sector, branding initiatives that result in increased enrollment of new students are more necessary than ever (Bock, Poole, & Joseph, 2014; Joseph, Mullen, & Spake, 2012) Branding has been done to create awareness among prospective students and their parents, or target donors, professors, business leaders, alumni, and elected officials with branded messages As noted by Bunzel (2007), many universities also brand themselves in order to improve their rankings Whereas some universities brand themselves to create an entirely new image, others may brand themselves to improve name awareness, perceived quality, and strong brand attachment (Paden and Stell, 2006) For example, in Ohio, Oberlin University changed its tagline

"Think one person can change the world? So do we" to "Fearless’’, to improve the perception of the value of an Oberlin education and increase awareness of

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university (Dumain, 2006) The University of Maryland’s branding campaign, "Fear the Turtle”, began as the athletic slogan for the university but is now associated with all aspects of the institution (University of Maryland, 2008) The University of Tennessee in the United States, as part of its branding initiative, introduced a new

UT brand icon and advertised its new identity through television and billboards (University of Tennessee, 2008) Some universities in the Asia market (Malaysia, Singapore, and Hong Kong) utilized a common media mix meeting new students and their parent’s needs about gaining information to create awareness (Brendan J Gray et al., 2003)

However, with intense competition among universities in Asia and a slowdown in the economy, they face significant challenges when it comes to branding for recruiting new students (Brendan J Gray et al., 2003; Joseph, Mullen,

& Spake, 2012) Recruitment in universities is only the beginning of a long-term relationship that higher education institutions (HEIs) need to cultivate, not only while students attend the programs but also beyond graduation How universities manage the relationship with their students and how students perceive their institution's brand can have an impact on their attachment to the institution and, in turn, on their intentions to engage with the university in the future Thus, with the purpose of research to address this management dilemma, the topic decided to choose is "The role of brand attachment strength in HEIs in Ho Chi Minh City”

3 Research Subject:

e Brand attachment strength in higher education

¢« HEIs’ brand identity, brand meaning, brand image, and brand equity

4 Scope of Study:

e Survey area: Ho Chi Minh City

« Survey period: 1/4/2024 - 21/4/2024

« Sample size: 350 observers

« Survey target: Students who are currently studying for an undergraduate degree and recent university graduates

e« Research content

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ĐẠI HỌC TÔN ĐỨC THẮNG

TON DUC THANG UNIVERSITY

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Ngày hiệu lực:

« Reasons to choose topic

« Research objectives, research questions, research subjects and scope of the study

« The scientific and practical significance

o Chapter 2: Literature review

« Present the concepts related to the topic, theories about the impact of HEIs' brand identity, brand meaning, and brand image on brand equity relating to the forming strong attachment, commitment, trust, and overall satisfaction from the perspective of students and graduates in Ho Chi Minh City, and propose hypotheses

o Chapter 3: Research methodology

« Establish a measurement scale, based on survey results, validate the model's reliability, and test the proposed theories

o Chapter 4: Result

« Present the results of scale validation, research findings, and hypothesis testing

o Chapter 5: Discussion - Recommendation

« Provide conclusions on the research topic as well as practical application proposals

« Research methodology

This study will be conducted by quantitative research method - using the questionnaire to collect research data To begin, a scale will be formulated and fine- tuned using the references from the prior research Following this, an initial evaluation of the scale will be undertaken through online surveys Subsequently, official data collection occurred, following the refinement and necessary adjustments to the scale Afterward, the gathered data will be meticulously encoded and cleansed Finally, the research findings will be analyzed and the results will be presented

The collected information was processed using SmartPLS software, with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method used for data

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processing and hypothesis testing The factors are measured by a 7-point Likert

scale

6 Model

k =x $

QUALITY

>

®

Image 01 Research model (Dennis at el., 2016)

¢« Hypothesis

H1 Perceived quality has a positive effect on HEI (a) brand image, (b) brand meaning, and (c) brand identity

H2 Reputation has a direct effect on HEI (a) brand image, (b) brand meaning, and (c) brand identity

H3 HEI (a) brand identity, (b) brand meaning, and (c) brand image have a positive significant effect on attachment strength between a student or graduate and the institution

H4 HEI brand image has a positive effect on (a) satisfaction, (b) trust, and (c) commitment

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HS5 HEI brand identity has a positive effect on (a) satisfaction, (b) trust, and (c) commitment

H6 HEI brand meaning has a positive effect on (a) satisfaction, (b) trust, and (c) commitment

H7 Attachment strength has a positive effect on (a) satisfaction, (b) trust, (c) commitment, and (d) brand equity

H8 Trust has a positive effect on (a) satisfaction and (b) commitment

H9 (a) Satisfaction, (b) trust, and (c) commitment have a significant effect on brand equity

H10 Current education status (1.c being a student or a graduate) moderates the relationships in hypotheses H1-H9

« Measurement and Questionnaire Design

Inferior—superior Poor-excellent

This untversity has a good reputation

Straightforward Open Supportive

I feel a personal connection to this university

I use this university to communicate who I am to other people

I think this university helps me become the type of person

I want to be

Outstanding mission and vision

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Perceptible university/college-university personality Staff who are well trained in their roles

Attachment strength — To what extent is this university part of you and who you

are?

To what extent do you feel personally connected to the university?

To what extent do you feel emotionally bonded to the university?

To what extent is the university part of you?

To what extent does the university say something to other people about who you are?

This university is very important to me

I really care about this university

I believe that this university deserves my effort to maintain a relationship

This university is expected to do what is right This university has high integrity

This university keeps its promises

Overall, I am satisfied with this university's course

I think I did the nght thing when I decided to take this university's class

one, I preferred to study at this university

If there was another university as good as this one, I would have still preferred to study at this university

If another university was similar this university in any

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TON DUC THANG UNIVERSITY

way, it would have seemed smarter to study at this university

7, Research objectives:

The paper aims to examine the influence of HEI’s brand identity, brand meaning, and brand image on brand equity as a result of forming strong attachment, commitment, trust and overall satisfaction from the vantage point of student and graduate in Ho Chi Minh City

The research result represents the major gaps identified in comportary literature and contribute to an underdeveloped area related to brand attributes and _ their importance in the context of higher education

8 Practical significance:

The research result can inform the strategies and benefit managers and practitioners The work illustrates a theoretical path which will facilitate a better understanding of how branding strategies can be applied to HEI brands They can strengthen their brands in the perceptions of students and marketers aiming to attract students to HEIs should aim for focusing attention on the practical things

This paper gives recommendations for HEIs to extend the scope of their current recruitment (and marketing) activities and gain significant competitive advantages vis-a-vis their competitors (Papagiannidis, 2013) Specifically, it Includes suggestions for HEIs implementations to stand sustainability in the fluctuating economic market

9 References:

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e Link KPP: https://sci-hub.se/https://doi.org/10.1016/j.jbusres.20 16.01.020

Journal of Business Research

COUNTRY SUBJECT AREA AND CATEGORY PUBLISHER H-INDEX

United States Business, Management and Elsevier Inc

Accounting

TIT[ Unlersitles andreeearch Marketing

Ha Q Be

DE

ra

PUBLICATION TYPE ISSN COVERAGE INFORMATION

Journals 01482963 1973-2023 Homepage

How to publish in this journal ndonthu@gsu.edu

« Papagiannidis, S (2013) Adopting online taster courses in postgraduate recruitment: The case of a British business school Studies in Higher

Education, 38(7), 1058-1078

¢ Jillapalli, R K., & Jillapalli, R (2014) Do professors have customer-based brand equity? Journal of Marketing for Higher Education, 24(1), 22-40

« Joseph, M., Mullen, E W., & Spake, D (2012) University branding: Understanding students' choice of an educational institution Journal of Brand Management, 20(1), 1-12

10 Planning

Completing the outline according to | The detailed outline has

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Ngày hiệu lực:

Performance:

Chapter 1: Introduction

Completing chapter 1, chapter 2, and chapter 3

Chapter 2: Theoretical basis related Completing the

11-12/2023 | to the topic questionnaire 20%

Chapter 3: Research methods and

propose a research model

Create a survey questionnaire

from survey tables

65% Chapter 4: Research results and find | Completing Chapter 4

out the explanations for the research

results

Chapter 5: Summarize the research

article, propose solutions from the Complete the content,

limitations of the topic and future the report

research directions

Complete the project according to

the Facultylevel acceptance plan

05/2024 Acceptance report, edit and submit the project according to the request

of the Facultylevel Acceptance