Reliability Statistics for Factors Affecting Brand Advertising Effectiveness: A Case of Lac Hong University (Published)
Branding and advertising are different facets of a comprehensive marketing strategy. Lac Hong University (LHU) uses branding to create a look, feel and message for themselves that will be remembered by students. Advertising is used to convey that brand directly to students through various media, such as purchasing radio or television broadcast time, newspaper or magazine space, or online advertisements… The purpose of this study is to identify the reliability statistics for factors affecting brand advertising effectiveness of the Lac Hong University. The study results showed that there were 400 students of LHU who interviewed and answered about 17 questions. Data collected from June 2016 to March 2017 for students of LHU. This study had been analyzed Cronbach’s Alpha testing and the result of Cronbach’s Alpha used for the next research. Students’ responses measured through an adapted questionnaire on a 5-point Likert scale (Conventions: 1: Completely disagree, 2: Disagree, 3: Normal; 4: Agree; 5: completely agree). Hard copy and online questionnaire distributed among 4.000 students of LHU. Besides, the result of Cronbach’s Alpha is very high reliability statistics. All of variables surveyed Corrected Item-Total Correlation greater than 0.3 and Cronbach’s Alpha if Item deleted greater than 0.6 and Cronbach’s Alpha is very reliability with significance level 5 percent.. In addition, all of three factors of the brand advertising effectiveness at Lac Hong University with significance level 5 percent. The research results processed from SPSS 20.0 software.