International Journal of Research Studies in Education
Special Luminary Issue
2025
Volume 14 Issue 2
Available Online: 20 February 2025
Author/s:
Chau, Nguyen Thi Minh*
University of Economics and Finance (UEF), Vietnam (Chauntm@uef.edu.vn)
Thao, Nguyen Viet Phuong
University of Economics and Finance (UEF), Vietnam (nguyenvietphuongthao89@gmail.com)
Abstract:
In the context of growing competition within higher education, brand sustainability has emerged as a key factor for fostering institutional loyalty and enhancing the reputation of universities. Despite this importance, the role of student engagement in sustaining a university’s brand remains underexplored. This study investigates the relationship between various dimensions of student engagement—behavioral, emotional, cognitive, social, and motivational—and brand sustainability, focusing on the University of Economics and Finance (UEF) in Ho Chi Minh City, Vietnam. Utilizing a quantitative approach, data were gathered from a sample of 384 UEF students through a structured questionnaire. The study applies descriptive statistics and multiple regression analysis to assess the influence of each engagement dimension on the university’s brand sustainability. This research aims to provide insights that can guide higher education institutions in Vietnam and similar contexts in strategically enhancing student engagement to support long-term brand loyalty and institutional growth.
Keywords: student engagement, brand sustainability, higher education, Vietnam
DOI: https://doi.org/10.5861/ijrse.2025.25808
Cite this article:
Chau, N. T. M., & Thao, N. V. P. (2025). The impact of student engagement on brand sustainability in higher education: A study at the University of Economics and Finance (UEF) in Vietnam. International Journal of Research Studies in Education, 14(2), 67-79. https://doi.org/10.5861/ijrse.2025.25808
* Corresponding Author