Determinants and implications of university identification - A case study of International university, Ho Chi Minh city

Abstract

Since university branding is becoming a dynamic market, college and higher education institutions are more engaged in brand marketing. In the realm of higher education branding, there is quite a lack of studies investigating university identification despite its benefits to the institution. Therefore, this dissertation is conducted with the objective to identify the cause and consequences of university identification. The analysis model is constructed based on key theories and prior literature to discover potential correlations, with a hope to strengthen past findings and enrich the field of study. This research will examine the relationship between multiple branding constructs with university identification. This research uses a quantitative approach with empirical data from 368 responses processed by SmartPLS software. Although the study still has certain shortcomings, the author believes that the contribution of this research in the field of IU school branding will be meaningful.