Title:
The Influencing Factors of Branding of Private Higher Vocational Universities-A Case Study of Shandong University of Engineering and Vocational Technology
Author:
Zhang Yuan
Advisor:
ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree:
Master of Business Administration
Major:
Education Management
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
Journal of MCU Philosophy Review, vol. 2 (July-December 2024) https://so06.tci-thaijo.org/index.php/jmpr/issue/archive
Abstract
Higher vocational universities must enhance brand awareness and focus on building their own brand to maintain a competitive advantage. Shandong University of Engineering and Vocational Technology, a private institution, faces homogenization and must study and analyze factors affecting branding to develop the best strategy. This paper aimed to study on the influencing factors of branding of Shandong University of Engineering and Vocational Technology.
The objectives of the study were: 1) To explore whether brand awareness affects the branding of Shandong University of Engineering and Vocational Technology; 2) To explore whether brand positioning affects the branding of Shandong University of Engineering and Vocational Technology; 3) To explore whether brand management affects the branding of Shandong University of Engineering and Vocational Technology.
This study adopted a quantitative research method. In this study, a total of 378 questionnaires were distributed, with 346 valid questionnaires and the validity rate was 91.53%. The population was the instructors of Shandong University of Engineering and Vocational Technology. Combined with branding theory, the stduy results can be summerized as follows: 1) Brand awareness has a significant positive effect on branding of Shandong University of Engineering and Vocational Technology; 2) Brand positioning has a significant positive effect on branding of Shandong University of Engineering and Vocational Technology; 3) Brand management has a significant positive effect on branding of Shandong University of Engineering and Vocational Technology. Recommendations for branding should focus on the follow aspects: 1) Strengthen brand awareness; 2) Focus on brand positioning; 3) Refinement of brand management.
Keywords: influencing factors, branding, private higher vocational universities
The Influencing Factors of Branding of Private Higher Vocational Universities-A Case Study of Shandong University of Engineering and Vocational Technology
6417195025 Zhang Yuan 2566 (2023) The Influencing Factors of Branding of Private Higher Vocational Universities-A Case Study of Shandong University of Engineering and Vocational Technology สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Education Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,Education Management