| dc.description.abstract | The purpose of this study is to research on how IU brand name is perceived from high school students as well as current IU students and managers, staffs, and lecturers’ perspectives. , then build up a branding strategy for the university.
The Literature review was conducted to provide some theoretical frameworks which the research model is based on.
After collecting and analyzing 906 valid questionnaires of high school students around Ho Chi Minh city, the results has showed that high school students perceive IU as the school good at facilities, learning environment, academic programs. Then with 419 questionnaires from IU students, staffs, lecturers, managers, the results implied that the evaluation about IU is quite well, especially in lecturer factors, learning environment factors, student quality factors and academic programs factors
Although there are limitations of this study, this study is hoped to contribute implications for IU managers when they want to improve the IU brand. | en_US |
