THE IMPACTS OF COOPERATIVE ACTIVITIES FOR TRANSFER OF KNOWLEDGE ON UNIVERSITY BRAND IN HO CHI MINH CITY,VIETNAM

Abstract

The purpose of this article is to study the impact of cooperative knowledge transfer activities on university brands from an enterprise perspective, the case study is at HUTECH University. The study uses qualitative and quantitative research methods to study the issues, especially using the scale and collected data to check reliability, Exploratory Factor Analysis of EFA, CFA and regression model testing through AMOS software with SEM linear model. The study proposes five factors: Internal characteristics; External characteristics; Circumstances; Deployment; Cooperative knowledge transfer activities. Research results show that internal and external factors, circumstances and implementation factors of cooperative knowledge transfer activities affect the university brand, which is also a new point in the research. The evaluation of the impact of cooperative knowledge transfer activities on university brands has not been studied, so this is a new point of this study.