Factors affecting brand attachment in the social media channels: Case of university in Vietnam

Abstract

Originated from the reason that Hanoi University of Industry (HaUI)’s current social media network is still limited, specifically HaUI's Fanpage has not yet been green-checked, thereby leading to weak brand attachment have little impact on university admissions. From collecting data from information sources such as newspapers, social networking sites, the author has inherited previous studies to propose a research model and conduct quantitative research analysis. Through designing a survey questionnaire and randomly sending it to individuals who are studying and working at HaUI, specifically lecturers, staff and especially the university students. The study obtained 338 valid responses that were coded and cleaned using SPSS and AMOS software. After the cleaning and coding step, reliability testing, exploratory factor analysis, confirmatory factor analysis and structural equation modelling were conducted. The research has made a significant theoretical contribution in terms of the important mediation role of brand awareness, perceived quality and university reputation in the relationship between social media communication and brand attachment. From there, it also provided the practical contribution to improve the association of the brand with students, to perfectionate the social networking sites,to share positive things, interesting, attractive and relevant lessons.