Recommendations Enhancing the Brand Advertising Effectiveness of Lac Hong University
Journal Title: Journal of Business Management & Economics - Year 2017, Vol 5, Issue 4
Abstract
LHU continues creating the brand awareness that is usually the first step in building advertising objectives. Before LHU can create a favorable impression or motivate students to join to study at the LHU, they have to become aware of LHU brand and its meaning. Marketing messages delivered through various media are often used to communicate the brand name and important messages tied to its training services of LHU. Therefore, the purpose of this study is to identify the various factors that affecting the brand advertising effectiveness and to investigate the effects of these factors on advertising success. The study results showed that there were 400 students of LHU who interviewed and answered about 17 questions. Data collected from June 2016 to March 2017forstudents of LHU. This study had been analyzed Cronbach's Alpha, KMO test, and the result of KMO analysis used for multiple regression analysis. Students’ responses measured through an adapted questionnaire on a 5-point Likert scale (Conventions: 1: Completely disagree, 2: Disagree, 3: Normal; 4: Agree; 5: completely agree). Hard copy and online questionnaire distributed among 4.000 students of LHU. In addition, the exploratory factor analysis (EFA) results showed that there were three factors, which included of factors following the advertising media (X1),the advertising message (X2) and the website advertising (X3) with significance level 5 percent. In addition, all of three components affecting the brand advertising effectiveness at Lac Hong University with significance level 5 percent. The research results processed from SPSS 20.0 software.
Authors and Affiliations
Nguyen Van Dung, Phan Van Hai
Keywords
Related Articles
- EP ID EP321079
- DOI 10.15520/jbme.2017.vol5.iss4.249.pp01-10
- Views 118
- Downloads 0
Analysis of Impediments to Nigerian Press Freedom: Implication on the National Development
This paper focuses on the importance of press freedom, as a fundamental human right that is necessary in every society, especially in Nigeria. Freedom of information and expressions is imperative for the functioning of a...
Researching Determinantsaffecting Foreign Trade Business Risk: A Case Of Small And Medium Enterprises In Dong Nai Province
Nowadays, foreign trade plays very important role in the economic development of any country. Especially, Vietnam also exports a lot of agricultural products to other countries and imports the capital goods from other co...
Demand and Supply of Corruption
There is much talk about corruption today in poor, emerging and advanced societies. But what is the meaning of “corruption”? The word has many connotations and denotations, which is conducive to confusion. The Transparen...
Democracy and Economic Growth
This paper discusses the relationship between regime type and economic development. Since all the developed countries in the world today are all democracies, people may argue that a democracy regime is the essential fact...
Housing Price Leads Rent in Hong Kong? -- A Puzzle of Rent-Price Theory
This study analyzes the lead-lag relationships between housing price growths, rent growths and the expected housing rent changes. Theories, including the Di Pasquale-Wheaton (DW) Model, assumes housing price as a discoun...