GIANG, Le Hoai Kieu; TRUONG, Dau Xuan; QUYNH, Le Thi; XUAN, Le Thi Thanh. Employing Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City. HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, [S. l.], v. 11, n. 2, p. 156–171, 2021. DOI: 10.46223/HCMCOUJS.econ.en.11.2.1807.2021. Disponível em: https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/1807. Acesso em: 17 apr. 2026.