The Impact of Relevant News and Empathy in Print Advertising on Students’ Enrolment in Private Universities in Vietnam
Access Status
Open access
Authors
Do, Thi Hoang Mai
Date
2016Supervisor
Dr Joseph Sia Kee Ming
Type
Thesis
Award
MPhil
Metadata
Show full item recordFaculty
Curtin Malaysia Faculty of Business
School
Department of Management
Collection
Abstract
This study examined the impact of relevant news and empathy in print advertising on perceived value, perceived risk, and students’ enrolment in Vietnamese private universities. Data were collected from a convenient sample of 415 year-year degree students using structured questionnaires and were analysed using regressions. The findings revealed a significant impact of those variables on students’ enrolment. However, the focus only included private universities in two big cities due to limited time and budget.
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