Learning environment and student commitment at UEH University. The mediating role of brand equity

Abstract

The main purpose of the research paper is to investigate the impact of Learning Environment and Student Commitment, with the involvement of the mediating variable of Brand Equity of University of Economics Ho Chi Minh City. Based on the Theory of Planned Behavior combined with quantitative research, the research team has identified three factors: Learning Environment, Brand Equity and Student Commitment. Brand Equity comprises 3 dimensons: Brand Awareness, Brand Reputation and Perceived quality. However, no study has discussed the relationship between these three variables, so the team has undertaken to address this gap. The research methodology used by the team to validate the measurement model and research framework. The research team based on Theory of Planned Behavior and subjectives assessment of the research team to construct questionaire. The formal research was carried out through a quantitative questionnaire involving 168 students in University of Economics Ho Chi Minh City. The results of testing the measurement model indicate that the measurement scales for research concepts all meet the requirements for reliability and validity (through Cronbach's alpha testing and exploratory factor analysis). After analyzing hierarchical regression, the results demonstrated that only learning environment has direct effect on student commitment in University of Economics Ho Chi Minh City and perceived quality mediates the direct association between Learning Environment and Student Commitment. Ultimately, we proposed several theoretical and managerial implications for future research on student commitment at University of Economics Ho Chi Minh City.