Abstract

Conclusion. The adoption of PLS-SEC integrated with ANN depicts synergy between CBBE and IMC in paving the way to HEI competitiveness, driven by service quality and culture-sensitive experiential marketing, followed by a unifying digital strategy toward brand equity and appeal. This study presents a novel construct on HEI branding for emerging markets, providing managers with options on how to position institutions and consequently increase enrollment in Vietnam.

Keywords: Quality education, customer-based brand equity, access to higher education, educational economics, integrated marketing communication

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