Research on factors influencing brand equity value of universities in Ho Chi Minh city

The research "Research on factors influencing brand equity value of universities in Ho Chi Minh city" aims to identify the factors that influence brand equity value of universities in Ho Chi Minh City by applying Aaker's (1991, 1996) brand equity model. The research data was collected from 850 students in Ho Chi Minh City. The research utilizes the Cronbach's Alpha test, exploratory factor analysis (EFA), and regression analysis.