Phuong Kim Thi Tran, Nhi Thao Ho-Mai, Nhi Uyen Thi Nguyen, Uyen Phuong Thi Mai, Nhi Uyen Ngoc Nguyen, Duong Hai Thi Bui, Huy Van Le and Vinh Trung Tran
From the customer-relationship theory and attachment theory approaches, this study proposes a serial mediation model to examine how celebrity attachment influences event…
Abstract
Purpose
From the customer-relationship theory and attachment theory approaches, this study proposes a serial mediation model to examine how celebrity attachment influences event attendees' intentions in the celebrity endorsement process in the context of events.
Design/methodology/approach
Paper-based and online surveys were used to collect data from 759 Vietnamese respondents, aged 15 and above, who followed domestic or international celebrities and were interested in various events taking place in Vietnam. A serial multiple mediation model was evaluated through covariance-based structural equation modeling.
Findings
The results confirmed the cognitive, affective and hybrid cognitive-affective pathways among antecedents, celebrity attachment and event participation intentions.
Research limitations/implications
Future studies need to validate these findings across diverse cultural settings and larger participant pools to enhance their applicability. Exploring celebrity endorsement for events from an international follower perspective could offer valuable insights. Future research should consider these factors when interpreting results. It may benefit from conducting longitudinal or mixed-method studies to improve generalizability. Additional moderating variables are necessary, as research on the celebrity endorsement process for events evolves.
Originality/value
This study contributes to the literature on celebrity endorsement within event marketing, emphasizing the customer-brand relationship and attachment theory. It extends existing research that primarily examines how celebrity attachment influences event attendees' intentions in the celebrity endorsement process by validating a serial mediation model.
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Keywords
Nguyen Thi Minh Phuong, Nguyen Van Song, Tran Quang Bach, Đinh Trung Thanh, Nguyen Cong Tiep, Dinh Van Tien, Thai Van Ha and Nguyen Thi Luong
The research aims to assess the relationship between ecological innovation, green productivity, sustainable development and agricultural productivity in Vietnam. The agricultural…
Abstract
Purpose
The research aims to assess the relationship between ecological innovation, green productivity, sustainable development and agricultural productivity in Vietnam. The agricultural sector of Vietnam has been observed with new opportunities which have fostered its productivity and growth.
Design/methodology/approach
The study uses a range of methods where initially, the researcher used descriptive analysis, cointegration and unit root tests. Secondly, Quantile Autoregressive Distributed Lag (QARDL) is used to assess the short and long run effects. The QARDL methodology is employed to capture the relationship between variables. Through this approach, the researcher is able to examine the scale of the interaction between dependent and independent variables.
Findings
The unique findings drawn through statistical techniques are also a great addition to the context of literature related to Vietnam’s agricultural productivity. Practical insights can also not be denied as the study provides beneficial guidelines for Vietnam’s agricultural sector to refine agricultural productivity.
Research limitations/implications
Scholars are advised to use strong literary techniques to overcome these limitations and give a more thorough investigation into the same ideas. The availability and dependability of data was one of the primary challenges in carrying out this study. Vietnam has made significant advances in the collection and documentation of agricultural data, but there might still be gaps in the availability of thorough and current data on ecological innovation, green production and sustainable development.
Originality/value
Vietnam’s unique socioeconomic, cultural and environmental features influence how ecological innovation, green productivity, sustainable development and agricultural production are interconnected. Consequently, consideration should be taken when applying the results to various scenarios.
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Hiep-Hung Pham, Thanh-Thao Thi Phan, Oanh Pham, Trung Tien Nguyen, Van-An Le Nguyen, Minh-Trang Do and Anh Tuan Nguyen
This study aims to investigate the trend of research on universities and accountability (UAA) in Southeast Asian (SEA) countries.
Abstract
Purpose
This study aims to investigate the trend of research on universities and accountability (UAA) in Southeast Asian (SEA) countries.
Design/methodology/approach
A total of 115 journal articles, conference papers, books and book chapters were obtained from the Scopus database spanning the years 1996–2023. These documents were subsequently analyzed using bibliometric methods.
Findings
The majority of UAA in SEA documents were published between 2007 and 2023 (106 documents, 92.19%). Scholars from both SEA countries and outside the region, particularly Australia, co-authored UAA in SEA documents. While scholars from Vietnam contributed the highest number of UAA in SEA publications (30 documents), scholars from Australia received the highest number of citations (878 citations). Collaboration between Vietnam and Australia emerged as the most productive partnership in conducting studies on UAA in SEA. Additionally, UAA in SEA documents were published not only in education-related outlets but also in other sectors, particularly in public policy. Furthermore, studies on UAA in different countries exhibited both similar and dissimilar interest keywords.
Originality/value
This study represents the first bibliometric analysis focusing on UAA in SEA literature. The insights and implications derived from this study are valuable for future researchers, university leaders and policymakers.