The impact of university brand image on students’ loyalty: A study of non state universities in Ho Chi Minh City

In the integration with world economy, a large number of universities are gradually increasing, leading to strong competition. Therefore, building and managing university brand is one key strategic solutions enhance students’ loyalty towards university. This paper applied equity theory customer-based (CBBE) models assume impact image on loyalty. PLS-SEM was employed for data analysis by Smart- PLS 3 software 431 respondents (second-year fourth-year students non-public in Ho Chi Minh City). Research results identified 4 dimensions image: heritage, trust, service quality appearance & atmosphere. The finding revealed that had positive reputation satisfaction, influencing Furthermore, also mediator moderate relationship between satisfaction. Consequently, managerial implications considered branding management as necessary strategy should conduct attract students, differentiate create competitive advantages.