ANALYSIS OF FACTORS AFFECTING CUSTOMER-BASED BRAND EQUITY: A CASE STUDY OF HO CHI MINH CITY UNIVERSITY OF FOOD INDUSTRY

Abstract

This research is aimed to analyze factors affecting customer-based brand equity in education - a case study of Ho Chi Minh City University of Food Industry (HUFI). Based on literature review, four dimensions including Brand Awareness, Perceived Quality, Brand Loyalty and Attitudes towards Promotions are considered in determining HUFI’s customerbased brand equity. The results show that Perceived Quality has the most important influence on HUFI brand equity, followed by Brand Loyalty and Promotions Attitudes, and finally Brand Awareness. The findings explore statistically significant difference in determining HUFI customer-based brand equity among Departments. These findings suggest future research directions and managerial implications.