Learners’ Perception on Brand Equity of Accounting and Business Management Education at Viet Nam University of Agriculture

Received: 23-04-2014

Accepted: 27-03-2015

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Issue: Vol. 13 No. 4 (2015)

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KINH TẾ XÃ HỘI VÀ PHÁT TRIỂN NÔNG THÔN

How to Cite:

Son, L., Chinh, N., Ha, L., & Yen, D. (2024). Learners’ Perception on Brand Equity of Accounting and Business Management Education at Viet Nam University of Agriculture. Vietnam Journal of Agricultural Sciences, 13(4), 665–674. http://testtapchi.vnua.edu.vn/index.php/vjasvn/article/view/203

Learners’ Perception on Brand Equity of Accounting and Business Management Education at Viet Nam University of Agriculture

Le Thi Kim Son (*) 1 , Nguyen Quoc Chinh 1 , Le Thanh Ha 1 , Do Kim Yen 1

  • 1 Khoa Kế toán và Quản trị kinh doanh, Học viện Nông nghiệp Việt Nam

    • Keywords

    Accounting and business management, brand equity, higher education

    Abstract


    The research focused on assessing the perception of learners on brand equity of accounting and business management education at Viet Nam National University of Agriculture based on secondary data and direct learners’ interview. As a result, learners rated brand of accounting and business education as moderate level, wherein the specilization and employment opportunity were rated lower compared with teaching staff and course practicality. Factor analysis showed that the reputation of the university and the faculty was related to historical development, entry requirements, guaranteed graduation quality and superiority in certain major. The factor of career employment was influenced by employment opportunity after graduation, the value of qualification, flexibility in changing work and career orientation of learners’ families. In addition, the student preferences, the tendency of society and gender also affected the individual leaner characteristics. Finally, education quality were influenced by education facilities, lecturer qualification, teaching method, learning outcome assessment and orientation activities for enhancing student professtional capability.

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