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Positing that human capital resources of marketers comprise both psychological capital (PsyCap) and marketing capital (MarCap), and that PsyCap in combination with MarCap will have a synergistic effect on marketers’ job performance, the purpose of this paper is to investigate the configurational roles of PsyCap and MarCap in marketers’ job performance.

Using a survey data set collected from 472 marketers in Ho Chi Minh City, Vietnam, the study tested the net effects of PsyCap and MarCap on job performance using structural equation modeling (SEM). Then, the study investigated the configurational roles of PsyCap and MarCap in job performance employing the fuzzy-set qualitative comparative analysis (fsQCA).

SEM results show that two components of PsyCap (efficacy and optimism) and one component of MarCap (organizational MarCap) have positive effects on job performance. fsQCA findings reveal that, except hope, combinations of PsyCap and MarCap components form several sufficient conditions for job performance.

The focus of this study is on marketers, that is, at the individual level. Future research should examine both PsyCap and MarCap at a higher level, such as the team, unit, or firm level.

The study’s findings suggest that firms should pay attention not only to the net effect but also to the configuration of PsyCap and MarCap when designing and implementing their human resource strategies and policies.

This study contributes to the literature on human capital resources by confirming the configurational roles of PsyCap and MarCap in marketers’ job performance.

Adopting the duality approach, this study aims to examine cognitive and affective associations between shopping values, impulse buying tendencies and consumer shopping well-being. In addition, the study also aims to test the moderating role of self-control and compare the proposed relationships across the offline and online shopping contexts.

A survey dataset was collected from a sample of 529 offline and online consumers in Vietnam. Structural equation modelling (SEM) was employed to test the proposed relationships among the studied constructs.

The consequence of impulse buying is positive and affect-based. In addition, the positive associations between shopping values and impulse buying via dual process are validated and moderated by self-control. In addition, the association between cognitive impulse buying and shopping well-being is stronger in the online shopping context, whereas hedonic value has more influence on affective impulse buying in the offline shopping context. All other relationships are not statistically different across the two shopping contexts.

This study introduces an appropriate theoretical framework for studying impulse buying—the duality approach. Second, the research validates the dual process and positive consequence of impulse buying. Third, self-control's moderating role is validated, whereas the studied associations are initially compared across shopping contexts.

Based on a duality approach, this study examines the path from utilitarian value via cognitive trust versus hedonic value via affective trust in online shopping well-being. This study also explores the moderating role of extraversion in the relationships between shopping value and trust.

A data set collected from 648 online consumers in Vietnam was used to validate the measures employing confirmatory factor analysis (CFA) and to test the hypotheses using structural equation modelling (SEM).

The results show that online shopping well-being is determined hedonically and affectively rather than in an utilitarian manner and cognitively. Affective trust positively contributes to online shopping well-being, but cognitive trust does not. The dual-process associations between utilitarian shopping value and cognitive trust and between hedonic shopping value and cognitive trust were also confirmed. Finally, extraversion moderates the cognitive and affective associations between shopping values and trust.

This study contributes to the literature on online shopping by applying a dual perspective to confirm the role of hedonic shopping value and affective trust in positively determining online shopping well-being. As a result, this study provides a deeper understanding about if and why online shopping well-being is affect-based, instead of cognition-based.

Workplace incivility (WI) has been extensively studied. However, less is known about how WI spills over into employees' lives. Building on the work-home resources model, the authors develop a conceptual model investigating work-family enrichment (WFE) as the mediator between WI and subjective well-being (SWB) and coping strategies as the moderator of this indirect relationship.

Survey data were gathered from 266 frontline employees (FLEs) working in different banks in Vietnam, using a convenience sampling technique. The partial least squares structural equation modeling (PLS-SEM) technique was employed.

The results show that coworker incivility (COWI) predicts a lower level of WFE, which in turn is associated with SWB, while supervisor incivility is not. The authors also found that coping strategies moderate the adverse influence of COWI on employees' WFE.

Although much research has been conducted on the predictors of SWB, little is known about how WI and WFE together impact SWB, and insight into how to buffer the effects of WI are also lacking. This study thus fills a gap in the literature. Implications for theory, practice and future research are discussed.

This study aims to investigate the moderating role of e-trustmarks in the relationship between electronic word of mouth (eWoM), security, quality of information, and purchase behaviour of consumers on B2C e-commerce websites. The research was conducted in the context of emerging countries.

The research utilised partial least squares path modelling (PLS-SEM) to assess the model and its hypothesised relationships, drawing on data from a survey of 1993 consumers engaged in e-commerce websites with e-trustmarks. The study incorporated SOR theory, asymmetric information theory, and signalling theory.

E-trustmarks moderate the positive impact of eWoM, security, and quality of information on online trust. A moderating effect of e-trustmarks was also found, such that the positive association between purchase intention and purchase behaviour was stronger when e-trustmarks were higher.

This study was conducted solely in Vietnam and focused only on a set of input variables without addressing specific industries or market segments. The research did not use demographic data, such as the age and income of the surveyors, to identify variations in the impact of variables on different target groups, indicating potential areas for future research.

Emerging countries should implement targeted policies regarding e-trustmarks and encourage businesses to adopt them to reduce information asymmetry in the online environment.

This study contributes to asymmetric theory and signalling theory by offering critical insights into how online businesses can make use of influence mechanisms in the model to ease asymmetric information. Integrating signalling theory and moderating e-trustmarks into the SOR model advances research on consumer behaviour in emerging countries’ e-commerce markets with asymmetric information.

This study focuses on Vietnamese international students who returned from their overseas doctoral education to home universities in Vietnam (henceforth Vietnamese overseas-trained returnees). The purpose is to explore the experience of these returnees “doing research” (i.e. being research active) when resuming a lecturing role at a Vietnamese regional university. In the context of research now receiving heightened attention in both the wider global higher education (HE) discourse and the Vietnamese HE sector, this study is timely and provides valuable insights.

In total, 76 Vietnamese overseas-trained returnees from varied disciplinary backgrounds completed a questionnaire on their research motivation and their perceived constraints doing research. Eighteen subsequently took part in semi-structured interviews. The study draws on the notion of human agency from the sociocultural perspective to understand the coping strategies of the Vietnamese overseas-educated returnees in response to the challenges they encountered.

The results show that the returnees' motivations to conduct research varied, fuelled by passion, but constrained by multiple factors. Time constraints, heavy teaching loads, familial roles and lack of specialized equipment are key inhibiting factors in re-engaging in research for these returnees. Addressing them necessitated a great deal of readaptation, renegotiation and agentive resilience on the part of the returnees in employing different coping strategies to pursue research.

The paper argues for a subtle understanding of the returnees' experience of re-engaging in research that is both complex and contextual. Implications are drawn for research development in the regional Vietnamese HE context and perhaps in other similar settings.

There is little empirical knowledge about how Vietnamese returned graduates – university lecturers – continue doing research after their return. Also underexplored in global discourse is research on foreign-educated returnees doing research, while they are an important source of human resources. The present study, therefore, fills these research gaps.

The study explores different types of anti-luxurians on social media (SM), the characteristics of luxury brands, tendencies to disengage and the opposition to them to propose future directions for luxury marketing in the post-pandemic world.

A qualitative approach was employed, wherein 979 posts from SM platforms were analyzed with the text analytics software package KH Coder through word-frequency analysis and an inductive technique.

The analysis identified the presence of eight types of online anti-luxurians: true luxurians, nature-experienced lovers, life simplifiers, anti-haulers, highly expected consumers, natural environment protectors, antidiscrimination consumers and historic-politic antagonists. Their degree of disengagement and opposition were discussed and graphically mapped.

This is the first study to discover various types of anti-luxurians on SM platforms and graphically map their level of disengagement and opposition toward luxury brands. This study fills an existing critical gap in the luxury marketing literature.

This paper examines the capital structure decisions of family firms in Southeast Asian (ASEAN) countries, considering the moderating effects of various firm-level and country-level factors.

The authors apply various panel data models to analyze the data of listed firms in six ASEAN countries over the period of 2007–2017.

The authors find that family firms tend to use more debt, particularly short-term debt, than non-family firms, which is explained by family owners' concern about the risk of losing control. The authors further document that family firms would use more debt when they have lower ownership concentration, have more family members on the board of directors and are young firms. The authors also find that the impact of family ownership on capital structure is moderated by the level of investors' legal protection of a country.

This study, for the first time, provides comprehensive analyses of the financing decisions of family firms in ASEAN using a unique hand-collected dataset, which highlights that regional culture and market conditions can shape family firms' financing decisions. The authors also manage to mitigate the endogeneity issues that pervade most research on family firms. In addition, this research further explores the heterogeneous impacts of family control on capital structure given different levels of board involvement, firm age, ownership concentration, and most importantly, institutional differences. Such insights provide useful information for prospective investors as well as regulators to make more efficient investment and legislative decisions.

The purpose of this paper is to contribute to this literature on developing countries by investigating the determinants of job satisfaction in Vietnam where the economics literature on this issue is virtually non-existent. The authors also contribute to the literature on income comparison by extending beyond the within-firm co-worker income comparison.

The authors estimate a generalized order logit model for job satisfaction as statistical tests suggest that the parallel-lines assumption, which is often invoked in previous studies using the standard logit model, does not hold.

For Vietnam, the authors find that absolute and relative incomes as well as human resource practices such as efficiency wage and training policy have an impact on workers’ satisfaction. Workers in the foreign direct investment (FDI) sectors behave a bit differently from their peers in the domestic sector.

Taking advantage of a unique matched employer–employee data set collected in 2008 by the North-South Institute (Canada) and the Vietnam Academy of Social Sciences, the authors are able to investigate the impact of a number of important job characteristics on job satisfaction such as absolute and reference incomes, wage policy, training plan for workers, union membership and job position, and, at the same time, to disentangle the possible differences in job satisfaction of workers in domestic vs FDI firms.

This study combines perceived knowledge, perceived psychologic risk with Theory of Planned Behaviour (TPB) to examine the influence on tourists' intention to choose a safe destination and willingness to pay (WTP) more for safety measures. An online survey was conducted in 2021 to approach tourists globally. After 10 weeks, we received 365 valid responses. SmartPLS software version 3.3 was applied to run structural equation modelling to test the proposed hypotheses. Research results reveal that intention to choose a safe destination mediates the relationship between perceived knowledge of COVID-19, perceived psychological risk and the WTP more for safety measures while moderating role of educational level is also addressed. In turn, perceived psychological risk mediates the relationship between perceived knowledge of COVID-19 and intention to choose a safe destination. As a result, this study implies that destination managers should take actions to promote their WTP more for safety measures.