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Impacts of perceived country image, institution image and self-image on students’ intention to study abroad: a study in Hanoi, Vietnam

ABSTRACT This study examined high school students’ evaluations of a country image, institution image and self-image with regards to their intention to attend a foreign university. Using data gathered from students in Hanoi (n = 403), this study found that the students have more positive perceptions of the host country, the host institution and their desired self-image if they choose to study abroad as compared to those of their home country (Vietnam). In addition, the perceived image of the host country and host institution can generate a significant impact on the formation of the students’ desired self-image. However, the most important antecedent of the students’ intention is the discrepancy between the perceived image of the host country and the perceived image of the home country. Based on these findings, implications for foreign institutions and home institutions in recruiting and retaining students are discussed.