Phuong Kim Thi Tran, Nhi Thao Ho-Mai, Vien Ky Nguyen, Uyen Thu Thi Do, Thanh Ba Truong and Vinh Trung Tran
This study aims to explore the pathway of increasing hotel booking intentions by mapping the linkage mechanism between the antecedents and components of brand equity to ultimately…
Abstract
Purpose
This study aims to explore the pathway of increasing hotel booking intentions by mapping the linkage mechanism between the antecedents and components of brand equity to ultimately drive followers’ hotel booking intention. In addition, the role of over-endorsement as a moderating variable is also evaluated.
Design/methodology/approach
The conceptual model and research hypotheses were each assessed using covariance-based structural equation modeling. Paper-based and online surveys were used to collect data from 443 respondents who are TikTok users and follow at least one TikTok online celebrity, while that online celebrity must have reviewed at least one type of accommodation.
Findings
Except for the relationship between virtual interactivity and online celebrity brand image, the results confirmed the relationships between research concepts.
Research limitations/implications
Further studies are needed to validate the results in other cultural contexts, generalize findings and broaden the range of target respondents.
Originality/value
This study contributes to the hotel literature by illustrating how online celebrity brand equity (OCBE) drives hotel booking intentions. The study highlights the importance of antecedent factors – follower-centered drivers (e.g. lifestyle congruence, friendship) and online celebrity-led drivers (e.g. virtual interactivity, expertise) – to achieve a hierarchical relationship between OCBE components and followers’ booking intentions.
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Hue Kim Thi Nguyen, Phuong Thi Kim Tran and Vinh Trung Tran
This paper aims to examine the role of social media communication, tourist satisfaction and destination brand equity components in enhancing destination brand equity based on the…
Abstract
Purpose
This paper aims to examine the role of social media communication, tourist satisfaction and destination brand equity components in enhancing destination brand equity based on the Stimulus – Organism – Response (S-O-R) theory.
Design/methodology/approach
The conceptual model and research hypotheses were assessed using covariance-based structural equation modeling (SEM). An online survey was used to collect data from 369 domestic tourists who had traveled to Danang and knew about content related to Danang generated by either DMOs or other users on social media.
Findings
Except for the effect of DMO-generated social media communication on tourist satisfaction and the impact of destination brand awareness on destination brand loyalty, the findings confirmed the sequential causal relationships between research concepts based on the S-O-R model.
Research limitations/implications
Future research should explore the proposed model based on comparisons of different nationalities to better understand the impact of cultural factors.
Practical implications
DMOs should associate social media with their marketing strategies to enhance destination brand equity, using cutting-edge technologies to create content and update information in a significant way to make communications by DMOs more effective. The findings especially suggest that UGC plays a vital role in improving brand equity dimensions, so DMOs could exploit UGC to engage existing customers and build relationships with potential customers. This research provides guidance for DMOs to improve their brand equity based on social media.
Originality/value
This study has contributed to the destination marketing literature by applying the S-O-R theory to propose a pathway for effectively increasing destination brand equity and highlight the importance of social media communication as a driver to achieve a hierarchical relationship between destination brand equity components and tourist satisfaction from stimulus to organism (e.g. cognition to affect).
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Nhi Thao Ho-Mai, Vinh Trung Tran, Vien Ky Nguyen, Uyen Thi Thu Do, Thanh Ba Truong and Phuong Thi Kim Tran
From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to…
Abstract
Purpose
From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to increase online celebrity brand equity (OCBE) and follower's hotel booking intentions (FBI).
Design/methodology/approach
Paper-based and online surveys were used to collect data from 443 respondents who had been using TikTok and had followed at least one online celebrity on TikTok, while that online celebrity had reviewed one or more types of accommodation. A serial multiple mediation model was evaluated through covariance-based structural equation modeling.
Findings
The results confirmed the hybrid cognitive–affective and cognitive–affective–conative pathways among antecedents and components of OCBE and FBI.
Originality/value
From a CBR perspective, this study provides a serial multiple mediation model to increase OCBE via hybrid cognitive–affective pathways and to drive FBI via cognitive–affective–conative pathways. These sequential relationships contribute to the human branding literature by defining a mechanism of how online celebrities can efficiently attract followers, thus driving online celebrity brand loyalty and hotel booking intentions.
Research limitations/implications
The results should be validated in other cultural contexts to generalize findings and broaden the range of target respondents to include international followers and those within other nations.
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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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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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Ky Nam Nguyen, Quang Anh Phan and Ngoc Minh Nguyen
This paper aims to examine the management status quo of archaeological heritage in Vietnam seen in the case of Vuon Chuoi, a complex of Bronze Age sites located in Central Hanoi…
Abstract
Purpose
This paper aims to examine the management status quo of archaeological heritage in Vietnam seen in the case of Vuon Chuoi, a complex of Bronze Age sites located in Central Hanoi, which has been believed to be Hanoi’s first human settlement. Like other archaeological sites located in urban areas, this site has been under threat of destruction caused by land encroachment pressure. Although researchers have long waged a campaign for preservation, the dissensus among key stakeholders and the dispute over responsibility have left this site at the heart of an interminable polemic over legislation.
Design/methodology/approach
This research utilises a qualitative approach, and the primary data were collected throughout multiple field trips in 2019 and 2020. Several open-ended interviews were conducted with various state and nonstate actors involved in the Vuon Chuoi Complex’s management process. The discussion was also supported by analysing related legal documents retrieved from national archives and official online directories.
Findings
This paper dissects the current legislative and administrative framework applied in governing heritage in general and archaeological sites in Vietnam, in particular. The results indicate that existing flaws in Vietnam’s legal system are detectable, and the unsystematic organisation has led to deferment of the decision-making processes. Also, there is an apparent difference found in the attitude of the bodies in charge toward the treatment of listed and unlisted sites.
Originality/value
This research outlines that in the wake of urbanisation and industrialisation in Vietnam, a consensus among key stakeholders and an inclusive legal system are required to help preserve archaeological sites in urgent need of attention. Although several Vietnamese laws and regulations have been put into practice, they have shown critical barriers and gaps in conserving Vietnamese cultural heritage.
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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.
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Thinh Nguyen-Duc, Linh Phuong Nguyen, Tam To Phuong, Hanh Thi Hien Nguyen and Vinh Thi Hong Cao
This study aims to address the reliability and construct validity of the Individual Work Performance Questionnaire (IWPQ) in a Vietnamese context. Using the IWPQ as a measurement…
Abstract
Purpose
This study aims to address the reliability and construct validity of the Individual Work Performance Questionnaire (IWPQ) in a Vietnamese context. Using the IWPQ as a measurement tool, this research also examined whether demographic features (such as gender, education level, work experience and position in a company) influenced employees’ work performance.
Design/methodology/approach
The Vietnamese IWPQ was validated via a two-step process of factor analysis, including an exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The data collected were randomly divided into two subsamples to independently serve the EFA (n = 341) and CFA (n = 342). ANOVAs and t-tests were also used to examine the differences in individual work performance (IWP) among different demographic categories.
Findings
The results of the current study confirmed the applicability of the three-dimensional IWPQ in a Vietnamese context. In addition, they also indicated several demographic features that impacted employees’ patterns of responses to IWPQ dimensions.
Research limitations/implications
This study focused on the construct validity of the IWPQ, without taking the content, face or criterion validity into consideration. Thus, future research should be conducted to yield a more comprehensive validation of the instrument, to measure the relationship between human resource development (HRD) practices and employee performance and to examine the relationship between strategic HRD and IWP and firm outcomes. In addition, the validated Vietnamese version of the IWPQ may inspire comparative studies on individual performance within and between units in an organization and among organizations and industries.
Practical implications
HRD practitioners can now use the validated IWPQ in the Vietnamese language to assess fluctuations in and analyze current staff performance, thereby facilitating human resource management and development. This study also offers recommendations for business leaders and HRD practitioners striving to implement strategic HRD aimed at reducing disparities in gender and between educational qualifications and job assignments at workplace, with the overarching goals of enhancing staff performance. These recommendations prove instrumental in improving staff performance, strengthening organizational efficiency and ultimately tackling the issue of low productivity in Vietnam and neighboring countries.
Social implications
This study findings underscore the significance of embracing strategic HRD while taking into account individual, organizational and contextual factors that influence IWP. This approach serves to bridge current gaps related to IWP, including Vietnam’s comparatively lower productivity compared to neighboring nations, educational qualifications and role allocations within the workplace, as well as the prevailing work standards and strategic objectives.
Originality/value
To the best of the authors’ knowledge, this rigorously validated Vietnamese version of the IWPQ is the first of its kind in Vietnam, making a significant contribution to inclusivity initiatives and offering substantial evidence to affirm the IWPQ’s relevance across diverse contexts.
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This study aims to identify the location of regional growth poles in Vietnam.
Abstract
Purpose
This study aims to identify the location of regional growth poles in Vietnam.
Design/methodology/approach
A potential gravity model is constructed to estimate how attractive a location is in relation to other locations within a specifically defined region using spatial interpolation tools.
Findings
We present the calculated and visualized potential gravitational energy (or attractiveness) for every province showcasing regional growth poles in Vietnam.
Research limitations/implications
Graphical evidence need to be supported by statistical analysis to establish causal effects of driving factors on growth measures.
Originality/value
This is the first study to use a potential gravity model to study growth poles in Vietnam.
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This research aims to offers a new method for assessing geoeconomic risks in bilateral relations and evaluate the level of such risks from Vietnam’s economic dependency on China.
Abstract
Purpose
This research aims to offers a new method for assessing geoeconomic risks in bilateral relations and evaluate the level of such risks from Vietnam’s economic dependency on China.
Design/methodology/approach
I apply descriptive analysis to identify asymmetrical dependency in Vietnam–China economic relations and propose a geoeconomic risk assessment framework to evaluate risk levels in bilateral economic linkages.
Findings
The proposed geoeconomic risk framework assesses risk levels, which are positively influenced by the degree of asymmetrical relations (vulnerabilities), the net impacts on the receiving economy (impacts) and the sending state’s ability to control economic tools (threats). In contrast, risk levels are negatively affected by the effectiveness of existing mitigation efforts. The framework employs ordinal likelihood scales to rank various risk levels. In the context of Vietnam–China relations, market access for agricultural products and control of the Mekong water emerge as the most risky areas for economic coercion, followed by Chinese official development finance in infrastructure and critical input imports. On the other hand, debt dependency and foreign direct investment in the energy sector are considered more secure areas—less likely targets for economic coercion. Hence, risk mitigation strategies should prioritize reducing asymmetry in vulnerable dependence areas while maintaining current practices in more secure areas.
Originality/value
Methodologically, it introduces a new approach for assessing bilateral geoeconomic risk. Empirically, it provides Vietnam’s policymakers with a comprehensive evaluation of the implications of economic interdependence with China.