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Recommendations Enhancing the Brand Advertising Effectiveness of Lac Hong University

Nguyen Van Dung, Phan Van Hai

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DOI: http://dx.doi.org/10.15520/jbme.2017.vol5.iss4.249.pp01-10

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.

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