Mối quan hệ giữa đặc tính thương hiệu và hình ảnh thương hiệu nghiên cứu điển hình trường hợp trường đại học kinh tế quốc dân tt tiếng anh

PREAMBLE Scope of study: The study is carried out in the field of higher education, of which typical research is conducted at the National Economics University Data for a Reasons for choosing the topic the study base were gathered in the period from 2013 – 2017 The survey was Brand identity are created by businesses, while brand image is perceived by conducted from July 15th, 2017 to October 10th, 2017 customers A brand is only strong when the brand identity approach or even coincide with the brand image In practice, however, there is always a gap between the brand identity and brand image Therefore, the important task of brand managers is to prioritize identification and measurement, so that measures can be taken to narrow such gap d New contributions of the thesis The thesis systematically re-rebuilds typical models of brand identity and outlines limitations of such models Several previous studies, when determining the gap between brand identity and Despite the increasing importance, specific empirical research related to branding in higher education is relatively scarce As a result, the research of higher education branding, in particular the relationship between brand image and brand identity becomes increasingly necessary brand image, often rely on qualitative research, while this study uses quantitative methods to quantify those factors The previous studies, when examining this relationship, paid little attention to the two perspectives of enterprise and customer to study; or if so, they are primarily With a transition economy like Vietnam, the issue of branding in general and qualitative studies In this thesis, the author uses the technique of combining two branding for universities in particular has only been mentioned in recent years independent samples (lecturers' and students' samples are designed to have similar Therefore, studying the relationship between brand identity and brand image, scales of measurement) into a single sample, using classification variables to especially measuring the gap between them in the context of higher education, is differentiate the observations of lecturers’ sample against those of students’ essential Quantitative methods, namely SEM model, are also used to quantify concept variables (latent variables) and examine the research hypotheses of the thesis b Purposes of study The general purpose is to study the relationship between brand identity and brand image of universities The study will answer the question of whether brand identity really affect brand image, or whether there is a gap between them, and for each different audience, whether such gap is different The study focuses on a typical case, the National Economics University On the other hand, Kapferer's brand identity prism model, rarely applied in the service industry but in this study, shows that if there is a reasonable adjustment, this model is fully applicable in the service industry, particularly in higher education In particular, the higher education sector in Vietnam has a diversity of subjects and forms of training, so with the study of the perception of different learners on the brand of the University of Economics Nationally, the thesis has helped administrators c Object and scope of study to come up with solutions to suit each of them Object of study: The object of study of the thesis is the relationship between brand identity and brand image Brand identity may be influenced by different notions (Balmer and Thompson, e Structure of the thesis The thesis consists of four chapters which are structured as follows: Chapter 1: Theoretical basis of and research overview 2009) The importance of brand identity is also mentioned by many researchers However, the environment is increasingly dynamic and the market often happens with sudden changes and unpredictable developments Such challenges open Chapter 2: Research methods a new perspective on concepts related to brand identity Popularly, there are two Chapter 3: Research results perspectives on brand identity coexisting: (1) static, fixed, and unchanged over time, independent of the environmental context, and (2) dynamic, where the core value Chapter 4: Conclusion and implication of administration maintains consistent over time, but a part may be adjusted to suit the changing environment CHAPTER THEORETICAL BASIS AND RESEARCH OVERVIEW 1.1 Theoretical basis This study of the author also agrees that "brand identity" need to be dynamic Thus, in addition to the core identity, enterprises may add new identity to match the fluctuations in market demand Such view will help the brand grow in a volatile market and environment, while retaining its core identity to maintain brand stability 1.1.1 Brand In 1986, Kapferer first mentioned the concept of "brand identity" and since In recent years, the term "brand" has become popular In Vietnam, although mentioned a lot, many people still not have a correct and comprehensive view of this issue Most of these concepts still come from the perspective of product brands When researching service brands, due to the intangible nature of the services, the category of organizational brand is very important The organizational brand will help enterprises provide a clear image, and personalize the values of such organizations (De Chernatony&McDonald, 2005) In this study, the brand term is associated with the category of organizational brand then there have been many discussions about its definition and models (Janonis et al., 2007) The thesis systematizes a number of typical models of brand identity and points out the basic limitations of these models as follows: Limitation 1: Most models have not been tested empirically, leading to difficulties in checking the actual meaning of the factors that constitute these models Limitation 2: There is very little research focused on measuring brand identity Limitation 3: Current models of brand identity mostly come from a commodity point of view, leaving room for application in service context Limitation 4: Researching brand identity depends very much on the views of 1.1.2 Brand identity managers, while there are few studies standing on the perspective of consumers Brand identity originating from the company itself are important factors to distinguish such company from its competitors Several researchers identify brand identity as an emotional structure and originating from brand managers 1.1.3 Brand image If brand identity are considered as a message originating from the enterprise, brand image is considered as a reflection of consumer awareness The concept of brand image has evolved over time Brand image can be defined as links that brands suggest in the minds of consumers (Keller, 1993) Therefore, customer behavior will be affected and determined by brand image (Burmann et al., 2008) Some studies have shown that brand image can be considered from two perspectives The first is that brand image associated with the image of a company or store is related to the quality and attributes of the organization The second identifies that brand image can also be defined as related to people in the organization In this study, the author also analyzes brand image from the perspective as "Brand image is the subjective feeling of customers on the brand" (De Chernatony and McDonald, 2003); Keller, 2008 and Reizebos, 2003) 1.2 Overview and gap in research on the relationship between brand identity and brand image Building and maintaining a strong brand is a challenge in all areas, and higher education is no exception For a training institution like a university, the brand is conceived as a brand of an organization Customers of higher education include many subjects, however, due to limited resources, this study focuses only on students and alumni of different training systems Currently, very few studies focus on studying the relationship between brand identity and brand image in universities In particular, the criteria for determining brand identity and brand image of universities have not been mentioned and tested in many ways in Vietnam 1.2.3 Identity of higher education services in Vietnam So far, we almost still have not conceived that higher education is a kind of goods and services, so most of the higher education institutions are not interested in 1.2.1 Overview of research on the relationship between brand identity and brand image building and developing their brands A higher education platform is no longer solely for a "quintessential" part but The study has made several judgments on the relationship between brand identity and brand image by some authors, such as Davies (2002), Nandan, (2005), Vytautas et al (2007); and re-enumerate the perspectives that previous studies have has become a mass one With such a change, learners have more ways to get a college degree, such as regular training, in-service training, and even distance learning 1.2.4 Introducing the research context addressed the relationship between brand identity and brand image The thesis also mentions the study by Roy and Banerjee (2014) The authors  Introduction to National Economics University analyzed Kapferer's brand identity lens (2008) and proposed a method to narrow On January 25th, 1956, the Prime Minister issued Decree No.678/TTg on down the gap between brand identity and brand image To create the minimum gap theestablishment of the Central Financial and Economic School (now the National between brand identity and brand image, integration must be done in Kapferer lens, Economics University) Over 60 years of existence and development, the University between six aspects, from sender and receiver has gained many proud achievements 1.2.2 Research on the relationship between brand identity and brand image As of September 2017, the National Economics University has 811 organic lecturers, including 16 professors, 130 associate professors, 198 doctors, 445 masters, in universities and 22 lecturers with university degrees The University currently has 89 visiting Based on the theoretical framework and conceptual model derived from lecturers It can be affirmed that the University is one of the leading units on the implementation of measures to improve the quality of training and organization of Kapferer's brand identity lens, along with the proposal of B.Hosseini et al., the author introduces the conceptual model of this study In this model, on the left, the brand identity are sent by the organization and testing and evaluation of training quality  Reasons for choosing National Economics University as a subject of study consist of six dimensions: physique, personality, culture, relationship, reflection, and self-image On the right is brand image which is perceived by and imprinted in the minds of customers Any difference between brand identity and image will be Many public universities in Vietnam still have the concept of "natural scent of incense", without much attention to brand issues Therefore, the selection of the considered as the information gap (the gap between brand identity and brand image), and that is the same concept that forms the theoretical basis for the study National Economics University, a public university, with more than 60 years existence as typical a subject of study is perfectly reasonable in this situation When the Government introduced regulations on autonomy of public service ORGANIZATION CUSTOMER Physique Physique Relationship Relationship units, many universities were no longer supported with tuition fees The loss of tuition advantages has forced them to pay more attention to the branding work The National Economics University is one of the first public universities to implement such autonomy regime BRRAND IDENTITY Reflection Gap BRAND IMAGE Reflection Scale: The National Economics University is fully qualified for research Along with that, the University has a full range of training forms from graduate to post-graduate, so it will be suitable in helping to assess the diverse views of different Selfimage Selfimage subjects on brand issues Character Character 1.2.3.3 Proposal of research model Culture Culture To be able to provide a suitable research model to measure the gap between brand identity and brand image, the author derives the thesis from the model of defining brand identity Figure 1.12: Model of researching the gap between brand identity and brand image To discuss a possible gap in the thesis and how to shorten such gap, thereby, strengthening the relationship between brand identity and brand image, Kapferer's Source: Author's synthesis Based on the model, the following hypotheses are given: theory on band lens (2008) will be applied H1: There exists a significant gap between brand identity and brand image of number The sample size for alumni and students is 900, of which 799 notes of the National Economics University H2: The feeling of staff and lecturers of the National Economics University culture will affect their perception of other factors that make up the brand identity of the University questionnaires have been collected, accounting for 88.8% 2.2 Methods of data collection and analysis 2.2.1 Methods of data collection H3: The perception of students and learners of the National Economics University will affect their perception of other factors that make up the brand image - Secondary information is collected from theses, articles, books, textbooks, etc related to brand identity and brand image of the University - Primary information is collected via in-depth interviews or surveys through Conclusion of Chapter Chapter presents a theoretical overview of the relationship between brand identity and brand image, development process, and the results of researchers' contributions to this relationship On that basis, a gap in researching the relationship questionnaires for multi-dimensional information and different perspectives and views of each individual on brand identity and brand image of the National Economics University 2.2.2 Methods of data analysis in the field of higher education has been discovered and research hypotheses as well as theoretical models have been formed to measure the gap between brand identity After using the descriptive statistical method to get an initial look at the variables, the thesis uses EFA verification to remove variables that are not sufficiently and brand image discriminatory and then applies Cronbach Alpha to verify conformity for scales CHAPTER The thesis also explains how to combine two independent samples into a single RESEARCH METHODS 2.1 Process of building and processing questionnaires and scales This section introduces the process of developing and processing questionnaires and the scales in use and research sample Research sample: For the University's lecturers, the study is directed to an expanded group of key officials and lecturers (those who have doctoral and higher degrees and those who hold management position) For alumni, students and learners, the study is directed to alumni and current students at the University (regular training, in-service training, or transitional training, etc), post graduate students, and doctorate researchers The sample size used for key officials and lecturers is 350, of which 191 notes of questionnaires have been collected, accounting for 54.6% of the expected one to have a data base to analyze observed variables and statistical relationships and define concept variables, thereby to provide a way to examine whether there is a gap between brand identity and brand image The thesis uses SEM model with AMOS software to identify conceptual variables of level and level with tests on the suitability of the model and Bootstrap test for the analysis model On that basis, it is used to verify differences between target groups (lecturers and students) as well as using regression models on SEM to answer the research questions Conclusion of Chapter Chapter has presented research methods including steps: Research design; process of building and processing questionnaires and scales; introduction of research 10 sample; and methods of analysis and research In particular, as the thesis research two component were eliminated In this study, although these factors are different samples, the author has used the technique of two independent samples reliable enough, they are not sufficiently differentiated from other (lecturers and students' samples which are designed with similar scales) into a single components Therefore, these factors need to be considered in other sample, using categorical variables to distinguish which observations belong to the contexts lecturers’ and students’ samples; and using SEM model to quantify concept variables (latent variables) and test the hypotheses of the thesis CHAPTER RESEARCH RESULTS 3.1 Description of research samples The survey for official research was conducted from July 15th, 2017 to October 10th, 2017 • Two components P4 and SI6 were not retained This is also quite consistent with the analysis described above These two components have a low rating in both the target group and high standard deviation 3.2.2 Results of Cronbach’s alpha reliability analysis In this study, to ensure good reliability, scales with Cronbach’s Alpha coefficient of 0.6 or higher were retained for use in subsequent analysis steps The results in this step show that the total correlation coefficients of the • For alumni and student survey samples: With 799 respondents and a range of score from to 5, the assessment of alumni and students about the factors that make up the brand image of the University ranged from 3.389 to 4.272 observed variables in the scales are greater than 0.4, and the scale used for variables studying factors F - "physiques", R - "relationship", RC - "reflection", SI - "self image", P - "personality" is reasonable All observed variables are accepted and will be used in analysis of the next factor • For key staff and lecturer extended survey sample: With 191 respondents, the assessment scores for components ranged from 3.450262 to 4.455497 3.2.3 Results of analysis and verification of research hypotheses - The results of analysis of CFA scale for building brand identity and 3.2 Analysis results brand image show that a number of indicators reflect the relevance of the model, 3.2.1 Analysis of discovery factors however, GFI index = 0.881