September 2026 Journal Club and Academic Seminar: Research Discussions on Educational Branding and Sustainable Development
On the afternoon of September 28, 2026, the Faculty of Business Administration (FBA) at Ton Duc Thang University held its Journal Club and Academic Seminar, bringing together faculty members to share research updates and engage in scholarly discussion.
The program opened with Dr. Tran Cong Duc’s presentation on customer-based brand equity (CBBE) in higher education. The findings indicate that perceived quality has a stronger influence on CBBE than reputation. CBBE strengthens trust, which in turn enhances student satisfaction and commitment. Brand attachment further strengthens the effect of CBBE on trust. These findings highlight the role of student experiences and interactions with universities in brand co-creation.
Continuing the program, Nguyen Quynh presented a study examining publication trends, prominent themes, and collaboration networks in renewable energy research related to Vietnam. The findings reveal a concentration on economic development, environmental sustainability, and energy consumption, with solar energy receiving greater attention than wind energy and hydropower. The study also identifies research gaps concerning collaboration mechanisms, knowledge transfer, and technology diffusion, providing a basis for guiding future research and strengthening international collaboration.
The subsequent discussion focused on collecting and processing qualitative data, conducting pilot surveys, and selecting journals appropriate to the research topic. The two speakers shared practical insights into the design, implementation, and publication of academic research.
The program provided updated insights into educational brand management and interdisciplinary research collaboration. It also provided a forum for faculty members to exchange scholarly perspectives, share experiences, and advance research within the Faculty of Business Administration.
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