11(01) 2023-2024

Bài viết

• Adopting artificial intelligence and bank shareholder value: evidence from Asia-Pacific region

  Le Minh Duy

  01

• Impacting of hotel social responsibilities on customers' brand attitudes and brand preferences for hotels in Viet Nam

  Lê Văn Huy, Nguyễn Hữu Thái Thịnh, Trần Thị Thu Dung

  19

• Global value chain and participation of Vietnamese processing and manufacturing industrial enterprises

  Vũ Thị Thanh Huyền

  35

• Factors influencing online conspicuous consumption behavior

  Phan Phuong Thao Le, Huynh Nguyen Bui

  51

• Factors affecting the shopping behavior of consumers for powdered milk - the moderating role of ethnocentric orientation

  Trần Thị Tuấn Anh, Lê Thị Kim Linh, Lê Vy Thảo Anh, Trần Lan Anh, Nguyễn Thị Thúy Nga

  68

• Online celebrity brand equity on tiktok: the moderating role of followers’ gender

  Trần Thị Kim Phương, Hồ Mai Thảo Nhi, Đỗ Thị Thu Uyên, Mai Thị Hiếu Nhi, Trần Trung Vinh, Trương Bá Thanh, Nguyễn Ký Viễn

  87

• The implementation of service learning in marketing education: A case at university of economics - the university of Danang

  Nguyễn Phương Thảo, Trần Triệu Khải

  106

• Applying the bibliometrics to systematize themes and topics in born global research

  Bùi Huỳnh Nguyên , Phạm Ngọc Lê Ân, Lê Văn Đăng Huy, Trương Thị Kim Yến, Lê Phạm Châu Anh

  123