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Abstract

This study employs qualitative multiple-case study approach to explore the perceptions of university branding and brand managing in Vietnamese universities. The finding shows that three studied universities are applying brand identity approach (Hatch and Schultz, 1997). Among internal stakeholders, students, faculties and alumni play important roles as university administrators in communicating and disseminating university’s image to external stakeholders. In the Vietnamese context, universities are, seemingly, branding by building relationships with some stakeholders rather than by advertising on media.



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Issue: Vol 16 No 2 (2013)
Page No.: 117-126
Published: Jun 30, 2013
Section: Economics, Law and Management - Research article
DOI: https://doi.org/10.32508/stdj.v16i2.1485

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Creative Commons License

Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

 How to Cite
Tran, K. (2013). University brand name management in Vietnam context: from brand identity viewpoint. Science and Technology Development Journal, 16(2), 117-126. https://doi.org/https://doi.org/10.32508/stdj.v16i2.1485

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