THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY AND BRAND IMAGE ON STUDENTS' DECISION-MAKING IN VIETNAM'S HIGHER EDUCATION POST-COVID-19 PANDEMIC

Abstract This study investigates the critical role of corporate social responsibility (CSR) and brand image in influencing students' decision-making in Vietnam's higher education sector post-COVID-19. Given the intangible nature of educational services, prospective students often rely on specific criteria, with brand image being a significant factor in their school selection process. The research aims to illustrate how CSR initiatives not only attract students but also enhance their university experience, strengthen their resumes, and improve future career prospects. Using quantitative methods, data were collected through a structured survey distributed to high school and first-year university/college students across North, Central, and Southern Vietnam, with a significant focus on the rapidly developing Southern region, particularly Ho Chi Minh City. The analysis revealed a diverse respondent profile with a predominance of first-year university students. Structural Equation Modeling (SEM) results demonstrated significant positive impacts of CSR on brand image and on students' decision-making, while brand image itself significantly influenced students' choices. These findings underscore the importance of robust CSR strategies and a strong brand image in enhancing students' educational experiences and career readiness, providing valuable insights for higher education institutions in Vietnam to attract and retain students in the post-pandemic era.