Commending a Student Group from the Faculty of Business Administration for Winning the 2025 Science and Technology Award for University Students

The Faculty of Business Administration proudly commends the student group Hoang Tran Tu My and Le Nguyen Bao Han for their outstanding achievement in winning the Third Prize at the 2025 Science and Technology Award for Students in Higher Education Institutions. The award was granted for their research project with strong academic and practical significance entitled: “The impact of brand hate on the consumer–brand relationship: Exploring antecedents, consequences, and recovery strategies in the Vietnamese market.”

The study focuses on a relatively underexplored aspect of consumer behavior, namely brand hate, and provides an in-depth analysis of its antecedents, its negative consequences for consumer–firm relationships, and potential recovery strategies tailored to the Vietnamese market context. The research not only contributes valuable academic insights but also offers high practical relevance for businesses in building, maintaining, and restoring brand image.

The group’s achievement serves as clear evidence of their proactive research spirit, critical thinking, and ability to apply disciplinary knowledge to address real-world problems. It also reflects their serious academic commitment, passion for scientific research, and the strong guidance and support provided by the Faculty’s academic staff.

The Faculty of Business Administration extends its warmest congratulations to Hoang Tran Tu My and Le Nguyen Bao Han. It is hoped that this achievement will serve as a strong source of motivation for them to continue pursuing scientific research, attain further successes in their academic and professional journeys, and inspire a vibrant research spirit within the student community of the Faculty and the University.