Technical Vocational Education Training Branding from Perspective of Stakeholder (Parent) in Malaysia

摘要

This study is based on the parent knowledge on TVET (Technical Vocational Education Training). The objective of this study is to search the level of parent brand knowledge using brand equity concept brand knowledge based on brand awareness and brand image. The research sample is 381respondent, parents of standard four secondary students in Johor. The study instrument is using questionnaire. Findings show the parent awareness toward TVET still at a moderate level of overall score mean of 2.90 and parent image of TVET overall score mean are 3.08. ANOVA test show thereis no significant different between parent awareness and image to the area that they are located.