Employing Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City

The literature shows that there are studies on students’ choices when enrolling in an institution. The findings from these studies help High Educational Institutions (HEIs) to improve their enrollment. However, not much literature explains how students (as consumers) explain the values they can get...

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Autores principales:	Le Hoai Kieu Giang, Dau Xuan Truong, Le Thi Quynh, Le Thi Thanh Xuan
Formato:	article
Lenguaje:	EN
Publicado:	HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE 2021
Materias:	high educational institution mean-end chain theory school (brand) image soft-laddering interview student choice Economic theory. Demography HB1-3840
Acceso en línea:	https://doaj.org/article/c5e66e00281945c98da73285d903b9da
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spelling	oai:doaj.org-article:c5e66e00281945c98da73285d903b9da2021-11-15T08:44:54ZEmploying Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City2734-93142734-958610.46223/HCMCOUJS.econ.en.11.2.1807.2021https://doaj.org/article/c5e66e00281945c98da73285d903b9da2021-08-01T00:00:00Zhttps://journalofscience.ou.edu.vn/index.php/econ-en/article/view/1807https://doaj.org/toc/2734-9314https://doaj.org/toc/2734-9586The literature shows that there are studies on students’ choices when enrolling in an institution. The findings from these studies help High Educational Institutions (HEIs) to improve their enrollment. However, not much literature explains how students (as consumers) explain the values they can get from HEIs’ image attributes. The present study employs Mean-End Chain (MEC) theory to explore students’ values by identifying attributes of HEIs images attributes from their perceptions with the following objectives: (1) to explore attributes of the selected school’s image from students’ perspectives, (2) to explore the connections between these attributes and values of individual students through consequences from these attributes. The soft-laddering interview is the method to collect data, and participants are first-year students who have just enrolled in the selected school in the last national enrollment in 2020. The research findings show that there are 12 attributes, which drive to eight values through 23 consequences (13 functional consequences and 10 psychosocial consequences), making students enroll in the selected school. The result from HVM states that there are five significant A-C-V linkages to explain which attributes have the most influence on students’ choice, and how these attributes affect their perceived values. Finally, the study also proposes suggestions for institutions to promote their enrollment practices and increase the quality of their enrolments.Le Hoai Kieu GiangDau Xuan TruongLe Thi QuynhLe Thi Thanh XuanHO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCEarticlehigh educational institutionmean-end chain theoryschool (brand) imagesoft-laddering interviewstudent choiceEconomic theory. DemographyHB1-3840ENHo Chi Minh City Open University Journal of Science - Economics and Business Administration, Vol 11, Iss 2, Pp 156-171 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	high educational institution mean-end chain theory school (brand) image soft-laddering interview student choice Economic theory. Demography HB1-3840
spellingShingle	high educational institution mean-end chain theory school (brand) image soft-laddering interview student choice Economic theory. Demography HB1-3840 Le Hoai Kieu Giang Dau Xuan Truong Le Thi Quynh Le Thi Thanh Xuan Employing Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City
description	The literature shows that there are studies on students’ choices when enrolling in an institution. The findings from these studies help High Educational Institutions (HEIs) to improve their enrollment. However, not much literature explains how students (as consumers) explain the values they can get from HEIs’ image attributes. The present study employs Mean-End Chain (MEC) theory to explore students’ values by identifying attributes of HEIs images attributes from their perceptions with the following objectives: (1) to explore attributes of the selected school’s image from students’ perspectives, (2) to explore the connections between these attributes and values of individual students through consequences from these attributes. The soft-laddering interview is the method to collect data, and participants are first-year students who have just enrolled in the selected school in the last national enrollment in 2020. The research findings show that there are 12 attributes, which drive to eight values through 23 consequences (13 functional consequences and 10 psychosocial consequences), making students enroll in the selected school. The result from HVM states that there are five significant A-C-V linkages to explain which attributes have the most influence on students’ choice, and how these attributes affect their perceived values. Finally, the study also proposes suggestions for institutions to promote their enrollment practices and increase the quality of their enrolments.
format	article
author	Le Hoai Kieu Giang Dau Xuan Truong Le Thi Quynh Le Thi Thanh Xuan
author_facet	Le Hoai Kieu Giang Dau Xuan Truong Le Thi Quynh Le Thi Thanh Xuan
author_sort	Le Hoai Kieu Giang
title	Employing Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City
title_short	Employing Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City
title_full	Employing Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City
title_fullStr	Employing Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City
title_full_unstemmed	Employing Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City
title_sort	employing mean-end-chains theory to explore students’ values from school’s image characteristics - a case study of a business school in ho chi minh city
publisher	HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE
publishDate	2021
url	https://doaj.org/article/c5e66e00281945c98da73285d903b9da
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Employing Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City

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