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Case study
Publication date: 1 January 2011

Tran Thuy Trang and Winai Wongsurawat

Leadership, psychology.

Abstract

Subject area

Leadership, psychology.

Study level/applicability

Organizational behavior, international business, gender and society at Undergraduate level.

Case overview

This short case describes a qualitative investigation on the dynamics of power between young business leaders and senior supervisees in Ho Chi Minh City, Vietnam. Views from both the supervisors and supervisees on current working relationships are presented.

Expected learning outcomes

After reading and discussing the case, participants are expected to be able to identify key concepts from organizational behavior theory, including stereotyping, leadership styles, and influence tactics. Participants should also become sensitized to gender roles and their influence on workplace behavior.

Supplementary materials

Teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 1 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

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Article
Publication date: 23 November 2020

Trang P. Tran, Adrienne Muldrow and Khanh Ngoc Bich Ho

This paper aims to test a theory-driven model reflecting the effects of perceived personalization on consumer–brand relationships on social media.

3554

Abstract

Purpose

This paper aims to test a theory-driven model reflecting the effects of perceived personalization on consumer–brand relationships on social media.

Design/methodology/approach

The conceptual model is empirically tested through two studies using partial least squares-structural equation modeling. Other techniques, such as common method bias, multigroup comparison, mediation analysis and model fit comparison, are also used to give more insights into the analytical process.

Findings

Data from two studies show that perceived personalization is positively related to brand-related outcomes including brand self-expressiveness, consumer–brand engagement and brand connection. While consumer–brand engagement and brand connection are positively related to brand love, brand self-expressiveness is not.

Research limitations/implications

The paper contributes to the advertising and brand management literature by shedding light on a better understanding of the impact of personalization in the digital world.

Practical implications

Management could learn important lessons from personalization. If a strategy of promoting personalized ads is implemented successfully, those ads could change customer perceptions of brands which ultimately strengthens brand love.

Originality/value

This research provides an empirical model that helps marketers better understand the factors affecting brand love with personalized ads on social media.

Details

Journal of Consumer Marketing, vol. 38 no. 1
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 19 December 2022

Tran T.H. Trang and Nguyen Dinh Tho

Drawing upon the capability approach, this study aims to investigate the impact of sense of competence on work–life and life–work enhancements. It also examines the mediating…

220

Abstract

Purpose

Drawing upon the capability approach, this study aims to investigate the impact of sense of competence on work–life and life–work enhancements. It also examines the mediating roles of mindfulness and flow at work in the above relationships.

Design/methodology/approach

A sample of 254 medical doctors in various hospitals in Vietnam was surveyed to validate the measures via confirmatory factor analysis and to test the model and hypotheses using structural equation modeling.

Findings

The results demonstrate that mindfulness and flow at work fully mediate the effects of sense of competence on both work–life and life–work enhancements, but sense of competence does not have any direct effect on both.

Originality/value

To the best of the authors’ knowledge, this study is among the first to examine the roles of sense of competence, mindfulness and flow at work in work–life and life–work enhancements, adding further insight into the literature on work–life balance. It also offers evidence for the capacity approach in explaining work–life and life–work enhancements in an emerging market, Vietnam.

Details

Management Research Review, vol. 46 no. 9
Type: Research Article
ISSN: 2040-8269

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Article
Publication date: 18 March 2020

Trang P. Tran, Michelle van Solt and James E. Zemanek Jr

This paper aims to tests a conceptual model capturing the influence of personalized advertising on customer perceptions of brands in social media and identifies three market…

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Abstract

Purpose

This paper aims to tests a conceptual model capturing the influence of personalized advertising on customer perceptions of brands in social media and identifies three market segments based on customers’ reactions to personalized ads.

Design/methodology/approach

Two studies are developed to test the model using partial least squares structural equation modeling (PLS-SEM). Additionally, cluster analysis, multi-group analysis (MGA) and serial mediation tests are also conducted to provide better insights into the results.

Findings

The results of the two studies show that all nine hypotheses are supported except for H4 in Study 1. Three market segments (ad lovers, ad adjusters and ad haters) are identified. Each segment has a typical attitude toward personalized advertisements.

Research limitations/implications

Built on self-congruence literature, the current research posits that consumer-brand self-congruence can be established when a customer sees a brand advertised on Facebook after searching for that brand online. Consistently, this paper finds that through self-congruence, personalized advertising has a positive impact on brand-related outcomes.

Practical implications

Three segments identified – “ad lovers,” “ad adjusters” and “ad haters” are important for marketers. Companies should develop an appropriate advertising campaign for each segment, especially once the general data protection regulation is in place. Companies will be subject to a noncompliance penalty if an advertisement is posted on a user s account without approval. Identifying this segment promptly will not only enable companies to save resources but also help avoid legal complications associated with privacy concerns.

Originality/value

This research sheds light on the effects of personalized advertising on customer perceptions of brands in social commerce.

Details

Journal of Consumer Marketing, vol. 37 no. 5
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 2 March 2023

Trang Tran, Sandipan Sen and Eric Van Steenburg

Firms can now access users’ digital histories due to advances in technology and deliver personalized recommendations through social network sites (SNS) such as Facebook that…

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Abstract

Purpose

Firms can now access users’ digital histories due to advances in technology and deliver personalized recommendations through social network sites (SNS) such as Facebook that offers advanced targeting options and reliable conversion tracking. This paper aims to examine the effects of personalized advertisements on SNS on the relationship between consumers and brands, tests the impact of brand attachment and experience on brand equity through personalized SNS ads and investigates the influence of such ads on branded products and services.

Design/methodology/approach

Two studies were conducted. Study 1 (n = 275) was a survey-based design that leveraged structural equation modeling to test the hypotheses, while Study 2 (n = 350) used experimental design to compare two groups who saw service brand ads versus those who saw product brand ads.

Findings

Results showed that SNS ads supporting the brand had a significant positive impact on respondents’ brand attachment and brand experience. In both studies, brand experience positively impacted all the elements of brand equity, while brand attachment was found to impact brand loyalty.

Originality/value

The findings illustrate how personalized ads for brands appearing on SNS can change consumer perceptions, thus affecting the consumer–brand relationship. The results bode well for brands considering leveraging SNS in their marketing mix, particularly when the strategy behind the advertising is brand building.

Details

Journal of Consumer Marketing, vol. 40 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

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Article
Publication date: 12 August 2019

Chien-Wei (Wilson) Lin, Dipankar Rai and Trang P. Tran

This paper aims to investigate the influence of implicit self-theories and the change in CEO of a firm after product failure on consumers’ preference of the enhanced product.

521

Abstract

Purpose

This paper aims to investigate the influence of implicit self-theories and the change in CEO of a firm after product failure on consumers’ preference of the enhanced product.

Design/methodology/approach

Three experiments were conducted involving product failure and CEO change scenarios.

Findings

Studies demonstrate that incremental theorists prefer the enhanced product after the CEO change (vs no change), whereas entity theorists do not prefer the enhanced product after the CEO change. This effect is mediated by consumers’ perception of the likelihood of success of the firm after the CEO change. Furthermore, entity theorists prefer the enhanced product only when the CEO change is external (vs internal).

Research limitations/implications

Future research could investigate if the impact of CEO change on product perception depends on the severity of the situation, and identify boundary conditions under which the CEO change is not beneficial.

Practical implications

The results suggest that organizations can take advantage of the leadership change by introducing new products strategically around the period of leadership change. Marketers can induce incremental mindset in their advertisement material during the period of leadership change to ensure that all consumers have a positive perception of the enhanced products.

Originality/value

This is the first research to investigate how consumers respond to leadership changes made by organizations. The findings show that different signals (internal vs external CEO change) can generate different reactions across different receivers (incremental vs entity theorists).

Details

Journal of Consumer Marketing, vol. 36 no. 5
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 3 December 2020

Trang P. Tran, Christopher P. Furner and Pia A. Albinsson

Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the aim to…

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Abstract

Purpose

Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the aim to provide insights into antecedents and outcomes of consumer brand attachment in a mobile app context.

Design/methodology/approach

A model is developed in which antecedents and outcomes of brand attachment in a branded mobile app context are examined. Data collected from 228 mobile app users were analyzed using PLS-SEM.

Findings

The results confirm that hedonic motivation is positively associated with brand attachment. Nevertheless, the effects of utilitarian motivation and social motivation on brand attachment are not supported. As anticipated, brand attachment is positively associated with three outcomes, including continuance intention, purchase intention and word-of-mouth communication.

Originality/value

The paper extends the Mobile Application Stickiness paradigm by including brand characteristics, which had not previously been explored. Also, in terms of attachment in a mobile context, only affection has been explored; this study includes connection and passion to investigate how those components enhance desired outcomes.

Details

Journal of Consumer Marketing, vol. 38 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

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Article
Publication date: 14 October 2022

Trang Tran, David G. Taylor and Chao Wen

Branded applications (apps) are increasingly important in marketers' omnichannel strategies. They have not only changed the way customers purchase but also changed the way how…

2523

Abstract

Purpose

Branded applications (apps) are increasingly important in marketers' omnichannel strategies. They have not only changed the way customers purchase but also changed the way how companies interact with customers. Building on value co-creation literature, this research investigates consumer brand engagement's role in enhancing perceived quality and brand loyalty via value co-creation.

Design/methodology/approach

Using online survey data from 355 brand app users, a conceptual model is tested employing the partial least squares structural equation modeling.

Findings

The results suggest that not only does branded app personalization drives brand co-creation (fully mediated by consumer brand engagement) but that this process also increases perceived quality and brand loyalty among users of branded apps.

Research limitations/implications

Data for the study are self-reported and thus may not accurately reflect actual attitudes and behaviors. In addition, respondents were students within the United States who, although representative of branded app users, may limit the generalizability of the study.

Practical implications

Knowing that branded apps can influence customers' perception of the quality and value of their apps, products and services, or even their associated brands, marketers and app designers should work together to provide a value co-creation platform through the apps to increase customers' personalized, engaging experience.

Originality/value

Although various relationships between personalization, engagement and co-creation have been studied, along with their impact on loyalty and perceived value, the interaction between these factors is not widely understood. The study examines these interactions in the context of branded apps, through the service-dominant logic perspective.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 4
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 13 January 2023

An L. Hoang, Anh T.T. Phan, Dam X. Dong, Trang T.H. Tran and Chinh T. Nguyen

The team voice (TV) concept has been largely understudied, with different definitions and understandings among prior research creating confusion for readers and future…

182

Abstract

Purpose

The team voice (TV) concept has been largely understudied, with different definitions and understandings among prior research creating confusion for readers and future researchers. This study proposes a unified definition and connotation of TV that captures TV's collective meaning and highlights TV's vital role in Eastern contexts.

Design/methodology/approach

This study applied the constructivist grounded theory (CGT) methodology to collect and analyze qualitative data from Vietnam software companies. A total of 32 software development managers and employees were interviewed regarding TV behavior of the managers and employees.

Findings

The findings emphasize that TV should not be understood as team members' average or aggregate voice. Rather, TV should be understood as the shared voice of team members toward higher management, other teams or individuals in the organization in an attempt to challenge/change the status quo [team collective voice (TCV)]. The findings also reveal the characteristics of TCV (purpose, voicing and consensus mechanisms), TCV's different types and important roles in the context of an Eastern country operating under weak institutions.

Originality/value

This exploratory study was able to clarify different connotations of employee voice at the team level, which helps raise awareness among scholars on the collective nature of TV and guides successive researchers away from inconsistent understandings of the term. The study also reveals certain institutional conditions that foster this type of voice and suggests the employee voice concept should not be examined independently from the concept's institutional context. The proposed typology contributes comprehensively to this conceptual work of TCV as the topology reveals the concept's multidimensionality and aids future research on measurement construction.

Details

International Journal of Organization Theory & Behavior, vol. 26 no. 1/2
Type: Research Article
ISSN: 1093-4537

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Article
Publication date: 23 September 2020

Thi Minh Trang Tran, Kum Fai Yuen, Xueqin Wang and Kevin X. Li

Sustainable shipping management (SSM) has received much attention from shipping companies in recent years. Grounded on resource accumulation and orientation perspectives, this…

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Abstract

Purpose

Sustainable shipping management (SSM) has received much attention from shipping companies in recent years. Grounded on resource accumulation and orientation perspectives, this study aims to identify the antecedents of SSM and examine their effects on the performance (i.e. shippers' loyalty and financial performance) of shipping companies.

Design/methodology/approach

A model comprising a network of hypotheses that specifies the relationships between the antecedents, SSM, shippers' loyalty and financial performance was constructed. Subsequently, a survey questionnaire was designed. Survey data were then collected from 294 shipping companies located in Vietnam and analysed using structural equation modelling.

Findings

The findings indicate that the five antecedents have significant effects on the effectiveness of SSM. They are stakeholders' focus, strategic orientation, supply chain collaboration, sustainability resource development and sustainability technology development. Bootstrapping analysis indicates that SSM has significant direct and indirect effects on financial performance via shippers' loyalty.

Research limitations/implications

Applied perspectives are complementary and offer unique explanations to SSM. However, the orientation perspective offers stronger explanation. This study also improves the allocation of resources and capabilities in managing sustainability to enhance the organisational performance of shipping companies.

Originality/value

This study synthesises the sustainability and strategic management literature to identify the antecedents of SSM.

Details

International Journal of Physical Distribution & Logistics Management, vol. 50 no. 9/10
Type: Research Article
ISSN: 0960-0035

Keywords

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