@article{Ngo Ngoc Minh_2020, title={THE ROLE OF LEARNING MANAGEMENT SYSTEM ON UNIVERSITY BRANDING: EVIDENCE FROM VIETNAM}, volume={17}, url={https://archives.palarch.nl/index.php/jae/article/view/495}, abstractNote={<p>This research investigates the effect of learning management system (LMS) on student<br>satisfaction and performance and how LMS ultimately can strengthen the branding of a<br>university. Case studies were conducted at the private Thanglong University in Hanoi-Vietnam.<br>A mixed method including qualitative and quantitative approaches was used in this study. Path<br>analysis was carried out to analyze questionnaire data. Interviews and literature studies were<br>conducted to support the research data. The research model adapted the theory of DeLone and<br>Mc Lean to analyze the success of LMS to leverage university branding as shown by the<br>satisfaction and performance of students as LMS users. The research result indicated that LMS<br>significantly strengthen university branding through the increase of student satisfaction and<br>performance. LMS as a means of reforming higher education towards digitalization is able to<br>answer the demands of students as university stake holders to create a more effective teaching<br>and learning process. The empirical results are expected to contribute to providing input on the<br>development of the LMS system as a part of digital university branding as a source of<br>competitive advantage.</p>}, number={4}, journal={PalArch’s Journal of Archaeology of Egypt / Egyptology}, author={Ngo Ngoc Minh}, year={2020}, month={Nov.}, pages={931-947} }