University social responsibility and student-based university brand equity: An evidence from private higher education institutions in Ho Chi Minh city

The purpose of this study is to evaluate the effects of university social responsibility (USR) on brand equity in the context of private universities in Ho Chi Minh city, Vietnam. The quantitative data set was collected from 167 students in private higher education institutions located in Ho Chi Minh city. Partial least squares structural equation modeling (PLS-SEM) was used to analyse the measurement model and test proposed hypotheses in this study.