| dc.description.abstract | Education plays an important role in any economy. It provides the society with skilled human resource to develop. Recently, a new concept about education – “Education as a serviced business” has become popular. Also, the number of universities and higher education center in Vietnam has been increasing over years. In
a new market oriented economy, competition takes place every where including education. In such a situation, it is essential a university build up their brand image and compete with the others. Among various marketing strategies school can use, using brand community as a tool to enhance the brand image of a university is suggested by .
Two years ago, the first season of Mystery Hunting program took place in Dalat. The program was organized by International University (IU) Alumni and originally aimed to serve IU students for the demand of adventurous and independent traveling. It attracted a lot of IU students to join. Up to now, MH has successfully organized four seasons in Dalat, N ha Trang, Danang and Buon Me Thuot. Along with time, it has built up a MH community inside IU.
The thesis is to explore the MH community and to test the relationship
between MH engagement and IU Brand Love, Loyalty and Word-of-mouth promotion
as suggestion from (McAlexander, Schouten, & Koenig, 2002) (McAlexander, 2006):
integration in a brand community enhances both loyalty and word-of-mouth promotion.In the thesis, the customer centric model modified from (McAlexander e t
al. 2002, p. 39) with four factors: IU Alumni, IU Brand, MH Program and IU Students
is used.
Finally, the result shows there is little correlation between MH engagement and IU Brand Love in terms of IU Alumni and MH P rogram while there is relationship between MH engagement and Loyalty as well as Word-of- mouth promotion. Besides, many outcomes MH has brought to participants are also
mentioned. | en_US |
