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 124
- Downloads 0
Organizational innovation in the cooperative societies of fish production Case of fish production cooperative society "the patole"
This article exposes a theoretical-methodology focus on innovation and analysis of the El Patole Cooperative Society S.C. de R.L. de C.V. In which it is remark that innovation in the productive process is important for t...
The Analysis of the main factors Influencing the Export Capability of Small and Medium-Sized Enterprises in Dong Nai Province
In Vietnam, small and medium-sized enterprises (SMEs) play a very important economic and social role, both through their importance in the economy and in job creation, a role which is greatly appreciated in these times o...
Recommendations Enhancing the Brand Advertising Effectiveness of Lac Hong University
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 be...
Programmatic Marketing via Reinforcement Learning
This new algorithm which incorporates look-ahead search inside the training loop resulting in rapid improvement and precise and stable learning. By using this new search methods towards programmatic marketing, we massive...
A Study On Work Life Balance Of Working Women In The Private Colleges In Karur District
In India women have remained a neglected selection of workforce. They are not considered as part with men, actually women constitute about half of the population and majority of them are employed. The role of working wom...