Abstract

Within the increasingly competitive landscape of higher education (HE) in Vietnam, it is imperative for institutions to comprehend the influence of integrated marketing communications (IMC) on student perceptions and loyalty, particularly as they seek to reinforce brand equity. This research explores the impact of Vietnamese HE students’ orientations—namely, student-centred, technology-oriented, and career-driven perspectives—on IMC and its subsequent relational outcomes, which include brand trust, brand commitment, and brand loyalty. The study utilised survey data from 626 students enrolled in Vietnamese HE institutions, employing partial least squares structural equation modelling (PLS-SEM) to validate measurement constructs and assess proposed hypotheses. Findings indicate that orientations focused on students, technological engagement, and career preparedness significantly and positively contribute to IMC efforts. Furthermore, the consistency of IMC initiatives was found to exert a meaningful influence across all three relational constructs, with brand trust emerging as the most influential factor. The analysis also revealed that both brand trust and brand commitment act as mediating variables between IMC and brand loyalty, highlighting their pivotal roles in sustaining long-term student loyalty. These insights underscore the necessity for HE marketing professionals to design and implement IMC strategies that are closely aligned with student-centric and digitally integrated approaches, in order to ensure coherent and persuasive brand communication. In doing so, institutions can effectively enhance students’ levels of trust and commitment, which in turn can foster greater brand loyalty and secure a competitive positioning within Vietnam’s dynamic HE environment.