The Factors Affecting the Brand Value of Private Universities in Ho Chi Minh City through Measurement of Students’ Perceptions: The Study at Ho Chi Minh City University of Technology (HUTECH)

This paper uses mixed research methods (qualitative and quantitative research). Data were then analyzed by measuring Cronbach's Alpha coefficient for reliability, analyzing EFA, and using PATH model to test experiment on the research model affecting HUTECH’s brand value. Additionally, this paper also proposes some implications for enhancing HUTECH’s brand value in the current context of competition among private universities.