This study investigates the effects of organizational factors on learner experiential outcomes including emotional outcomes and loyalty behaviors in a higher education context. The study focuses on a wide range of specific factors of higher education organizations on students’ emotional outcome (i.e. brand love) and loyalty behavior (i.e. recommendation intention). The study collected the data from the students in three locations of a university in three cities in Vietnam. The results show that all of the factors are related to students’ recommendation intention and brand love. The factors that exert highly strong effects on recommendation intention and brand love include assessment, information quality, campus climate and relationship with instructors. Three other factors including program goals, social orientation and tutor teachers are also highly conducive to brand love. All of other factors have strong or moderate effects on recommendation intention and brand love. The results also show that perceived brand image is a significant partial mediator in the relationships between 16 organizational factors of higher education institutions and students’ recommendation intention as well as brand love. The study concludes with useful managerial implications for higher education organizations in Vietnam context and extend the literature with the novel framework with various factors and the empirical evidence from Vietnamese context.