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 Dinh, Nguyen Thi Uyen Nhi, Thanh Manh Le and Thanh The Van
The problem of image retrieval and image description exists in various fields. In this paper, a model of content-based image retrieval and image content extraction based on the…
Abstract
Purpose
The problem of image retrieval and image description exists in various fields. In this paper, a model of content-based image retrieval and image content extraction based on the KD-Tree structure was proposed.
Design/methodology/approach
A Random Forest structure was built to classify the objects on each image on the basis of the balanced multibranch KD-Tree structure. From that purpose, a KD-Tree structure was generated by the Random Forest to retrieve a set of similar images for an input image. A KD-Tree structure is applied to determine a relationship word at leaves to extract the relationship between objects on an input image. An input image content is described based on class names and relationships between objects.
Findings
A model of image retrieval and image content extraction was proposed based on the proposed theoretical basis; simultaneously, the experiment was built on multi-object image datasets including Microsoft COCO and Flickr with an average image retrieval precision of 0.9028 and 0.9163, respectively. The experimental results were compared with those of other works on the same image dataset to demonstrate the effectiveness of the proposed method.
Originality/value
A balanced multibranch KD-Tree structure was built to apply to relationship classification on the basis of the original KD-Tree structure. Then, KD-Tree Random Forest was built to improve the classifier performance and retrieve a set of similar images for an input image. Concurrently, the image content was described in the process of combining class names and relationships between objects.
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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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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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This study aims to explore the suitability and challenges of implementing fair value accounting (FVA) in Vietnam, an emerging/transitioning economy. While such implementation…
Abstract
Purpose
This study aims to explore the suitability and challenges of implementing fair value accounting (FVA) in Vietnam, an emerging/transitioning economy. While such implementation would enable convergence with International Financial Reporting Standards, standard setters and auditors have raised practical concerns about its adoption.
Design/methodology/approach
This qualitative study uses semi-structured interviews with regulators and auditors, together with an analysis of two fraud cases that illustrate the business environment in Vietnam. Public, private and capture theories guide the analysis.
Findings
The business and institutional environment in Vietnam creates several impediments to FVA being effectively implemented and transparently applied. Given the major challenges identified regarding the infrastructure necessary for this valuation system, the premature adoption of FVA may become a catalyst for corporate misconduct.
Research limitations/implications
The findings are derived from data aggregated from two fraud cases and interviews, and as such, the results may not be generalisable to other settings. However, these findings may inform future research, particularly after the Ministry of Finance provides further guidance on the use of FVA in Vietnam.
Practical implications
A timely and critical examination of the challenges of implementing FVA in a transitioning economy is provided, and the two fraud cases reveal the complexities of the business environment in Vietnam.
Originality/value
This research gives voice to the tensions that developing countries are confronting as they seek to balance external pressures with internal constraints. The introduction of an assemblage of three theoretical lenses enables insights into contemporary issues associated with applying FVA in such settings.