19(10)2024

Bài viết

• Creativity in Vietnamese public universities: The role of empowering leadership, work engagement, sharing knowledge and autonomous work behavior

  Huỳnh Thị Thu Sương, Nguyễn Thị Thu Hiền, Huỳnh Thị Đoan Trang, Đặng Văn Ơn

  3-21

• The impact of short video marketing on online fashion product purchase intention of generation Y and Z

  Hoàng Thị Phương Thảo, Trần Nguyễn Hồng Hải

  22-36

• Cause-related marketing: A review based on bibliographic coupling analysis

  Nguyễn Thanh An, Nguyễn Hải Quang, Lữ Phi Nga

  37-57

• The impact of customer-firm relationship quality on customer citizenship behavior: A study of the consumer goods retail services in Vietnam

  Nguyễn Văn Tuấn

  58-71

• Drivers influencing consumer’s attitudes and intentions towards purchasing green products in Ho Chi Minh City

  Nguyễn Anh Minh Thư, Mạch Khả Nhi, Đào Kim Huyền, Bùi Ngọc Tuấn Anh

  72-88

• Social presence, entertainment, sale promotion and impulse buying behavior: The mediating role of flow experience

  Nguyễn Thị Hồng Phụng

  89-106

• Investigating the intention to continue using software at work in digital transformation context: Integrating task - technology fit into technology continuance theory

  Bùi Thành Khoa, Trần Trọng Huỳnh

  107-120