Journal of Finance - Marketing Research
type: channel
description: Journal of University of Finance-Marketing
language: en
publication name: Journal of Finance - Marketing Research
items: The relationship between employee empowerment, service quality and employee job satisfaction: A case study at Bosch Vietnam Co., Ltd
items: Digital marketing and virtual try-on: A new ERA of online shopping
items: Impact of perception on green purchase intentions and behavior of Vietnamese consumers
items: The impact of post-sales factors on customer-oriented business performance of fast-moving consumer goods enterprises in Ho Chi Minh City
items: The impact of self-directed learning on employability: Insights from construction and architecture students in Vietnam
items: Inventory and firm performance nexus: The influence of capital intensity
items: Does foreign ownership decrease bank risk? Evidence from Vietnam
items: The impact of fiscal decentralization, green innovation, and geopolitical risks on sustainable development
items: Microfinance and economic empowerment: Comparative case studies of rural regions in Thailand, Vietnam, and Philippines
items: The impact of augmented reality (AR) marketing on customer engagement through customer experience and brand love
items: The role of electronic word-of-mouth in shaping brand image and driving purchase intentions
items: Accounting conservatism: A literature review
items: The role of industries in economic growth: An approach to decentralization of sectors in Long An province
items: A class of economic growth model with memory in the context of fractional derivatives
items: Factors affecting the application of strategic management accounting techniques and performance in Vietnamese enterprises
items: Determinants of taxpayer satisfaction with e-tax filing services: New evidence from artificial neural networks approach
items: Corporate social responsibility in private universities: Empirical evidence in Vietnam
items: The effect of green brand image on green brand equity through the green consumer satisfaction: The case for organic food products in Ho Chi Minh City
items: Factors influencing the decision to use artificial intelligence technology (Chatgpt - AI) in learning at colleges and universities in Vinh Long province
items: Improving customer services quality at bonded warehouses: The case of Transimex joint stock company
items: Factors affect customer satisfaction with the quality of online food delivery service via ShopeeFood application in Can Tho city
items: The mediating role of work empowerment in the relationship between psychological ability and creativity
items: Analyzing the risk perception of generation Y and generation Z consumers in buying fresh agricultural products online in Ho Chi Minh City
items: Factors affecting employees’ innovation work behavior and their job performance in Vietnamese companies during the COVID-19 pandemic
items: Impacts of lecturers’ self-efficacy, self-esteem and determination on work-life balance, job performance
items: ChatGPT and marketing: Analyzing public reaction through Twitter discourses
items: Earning management before ESOP issuance?
items: Corruption perception index and lending activities of Vietnamese commercial banks
items: Applying the analytical hierarchy process to prioritize risks of rice distribution activities: A case study in Quang Ngai city
items: Factors affecting students’s purchase intention for secondhand fashion in Ho Chi Minh market

The relationship between employee empowerment, service quality and employee job satisfaction: A case study at Bosch Vietnam Co., Ltd
type: item
description: Employee job satisfaction plays a crucial role in organisational success, particularly in manufacturing industries. While service quality and employee empowerment are recognised as key drivers of job satisfaction, their interrelationship remains underexplored, especially in multinational manufacturing firms in Vietnam. Existing research predominantly focuses on service quality from a customer perspective, neglecting its impact on employee satisfaction. Additionally, the mediating role of empowerment in linking service quality to job satisfaction lacks sufficient empirical validation. This study addresses these gaps by analysing the direct impact of service quality on employee satisfaction and the indirect impact through the mediating role of employee empowerment. This study employs a quantitative approach using Structural Equation Modeling (SEM) via SmartPLS to analyse survey data from 202 employees at Bosch Vietnam Co., Ltd. The results reveal that service quality positively influences job satisfaction, with employee empowerment playing a crucial mediating role. Employees who receive strong internal service support feel more motivated and engaged. Empowerment also encourages independence, creativity, and the ability to solve problems, all of which make people happier at work. These findings contribute to the understanding of workplace dynamics by integrating service quality and empowerment into job satisfaction in the manufacturing industry.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Thi Anh Van Nguyen
creator: Khac Hieu Nguyen
creator: Thi Kim Ngan Nguyen
rights: Copyright (c) 2025
date: 2025-07-24
publication date: 2025-07-24
starting page: 110
ending page: 123

Digital marketing and virtual try-on: A new ERA of online shopping
type: item
description: In the era of strong e-commerce development, attracting and retaining customers becomes extremely important. This topic focuses on two main factors, Virtual Try-on (VTO) and Digital Marketing (DM), to understand their impact on consumers' intention to purchase fashion products online. This is the first study with the aim of delving into the combined assessment of the impact of these two factors from a comparative perspective of perceived values in the field of online commerce. The study combines qualitative and quantitative research methods, in which the official survey was conducted within one month on the Google Form platform with 496 consumers in Ho Chi Minh City. Through data analysis using Smart-PLS 4.0, the results show that VTO positively affects the two intermediate values more than DM in this market. More notably, Perceived Hedonic Value has a superior impact than Perceived Utility Value when influencing purchase intention, indicating that both VTO and DM contribute greatly to increasing emotional factors in the shopping process. This study not only contributes to consolidating and expanding the theoretical basis of consumer behavior but also provides valuable information to help online fashion businesses improve their business efficiency by applying VTO popularly and optimizing DM, creating attractive shopping experiences, thus increasing sales and profits.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Phuong Loan Le
creator: Dang Phuong Anh Nguyen
creator: Thi Ngan Hanh Le
creator: Ngoc Tuan Anh Bui
rights: Copyright (c) 2025
date: 2025-07-24
publication date: 2025-07-24
starting page: 124
ending page: 138

Impact of perception on green purchase intentions and behavior of Vietnamese consumers
type: item
description: The research was conducted to understand the influence of perception on green purchase intention and behavior of Vietnamese consumers. The research model was proposed with 08 hypotheses. An integrated approach of qualitative and quantitative methods was employed. Accordingly, with the qualitative method, the study conducted group discussions with 08 consumers who regularly buy green products, were randomly selected to explore and confirm cognitive factors that directly and indirectly affect green purchase intention and behavior. The scales were proposed on the basis of summarizing relevant theories and previous empirical studies. Quantitative research was conducted by surveying 371 consumers to evaluate the reliability of scales as well as to test the research model and proposed research hypotheses by combining PLS-SEM and IPMA. The results show that, except for perception of effectiveness, which does not affect green purchase intention, other factors such as perception of environment, perception of behavioral control, perception of price, and perception of health directly or indirectly influence green purchase intention and behavior. In particular, perception of environment and perception of behavioral control have a great influence on green purchase behavior, but the performance is low, so it needs to be improved. On that basis, the study also proposed some implications to businesses to raise awareness and increase green purchase intention and behavior of consumers in the future, such as coordinating with state management agencies to strengthen communication through green trade promotion activities or applying appropriate management, production, and business operation methods.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Thi Nhu Mai Nong
rights: Copyright (c) 2025
date: 2025-07-24
publication date: 2025-07-24
starting page: 96
ending page: 109

The impact of post-sales factors on customer-oriented business performance of fast-moving consumer goods enterprises in Ho Chi Minh City
type: item
description: This study aims to assess the impact of post-sales factors on the customer-oriented business performance of fast-moving consumer goods (FMCG) enterprises in Ho Chi Minh City. In the context of increasing competition and rapidly changing consumer trends, post-sales activities such as product experience, after-sales services, customer care, complaint handling, customer communities, and long-term value commitment play a crucial role in maintaining customer satisfaction, loyalty, and revenue growth. The research adopts a mixed-method approach, combining qualitative and quantitative methods, with a structural equation modeling (SEM) framework to examine the relationships among the studied variables. Data were collected from 222 FMCG enterprise managers and 279 consumers in Ho Chi Minh City from June to December 2024 through online and offline surveys. The findings indicate that after-sales services play important roles in reducing customer attrition and customer communities drive revenue growth. The significant effects of product experience on customer satisfaction and loyalty; after-sales service only impact on customer satisfaction not loyalty. FMCG enterprises in Ho Chi Minh City should prioritize enhancing product experience and after-sales services while fostering personalized customer engagement to strengthen loyalty and long-term brand commitment.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Cuu Long Hoang
creator: Thi Phuong Dung Hoang
creator: Phuc Khanh Nguyen
rights: Copyright (c) 2025
date: 2025-07-24
publication date: 2025-07-24
starting page: 81
ending page: 95

The impact of self-directed learning on employability: Insights from construction and architecture students in Vietnam
type: item
description: This study examines the influence of self-directed learning (SDL) on the employability of architecture and construction students in Vietnam. Using data from 463 participants and Structural Equation Modeling (SEM), it analyzes four SDL dimensions: learning motivation, self-management, cooperative learning, and information quality. Results show that learning motivation, self-management, and especially cooperative learning significantly enhance employability. However, information quality does not exhibit a direct effect. The study introduces Expectations from Self (EFS) reflecting psychological capital as a new variable. EFS positively moderates the impact of cooperative learning but unexpectedly weakens the influence of information quality on employability. These findings suggest that students with higher self-expectations benefit more from collaborative learning, while those with lower EFS rely more on information quality. The study contributes to employability theory by integrating EFS and underscores the importance of embedding SDL and personalized support into curriculum design to better prepare graduates for complex labor market demands.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Anh Tuan Vo
creator: Chi Doan Hanh Nguyen
rights: Copyright (c) 2025
date: 2025-07-24
publication date: 2025-07-24
starting page: 65
ending page: 80

Inventory and firm performance nexus: The influence of capital intensity
type: item
description: This study investigates the relationship between inventory management and firm performance, with a focus on the mediating role of capital intensity in manufacturing firms listed on Vietnam’s three major stock exchanges. Using a dataset spanning 2013–2023 from the website https://vietstock.vn/, the study employs a multiple regression framework to analyze the impact of inventory turnover, inventory days, on firm performance, measured by return on assets (ROA) and return on equity (ROE), and the impact of capital intensity on this relationship. The findings reveal that efficient inventory management positively influences firm performance, while longer inventory holding periods negatively impact profitability. Capital intensity is identified as a significant mediator, amplifying the positive effects of inventory practices on performance, despite its standalone negative influence. Control variables, such as liquidity, firm size, and leverage, further contextualize the results. This study contributes to the literature by integrating capital intensity as a mediator, offering insights into the inventory-performance nexus in the context of an emerging market. The findings provide practical implications for firms to align inventory strategies with capital investments for improved operational efficiency and competitiveness.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Van Bay Nguyen
creator: Thanh Cuong Nguyen
creator: Thanh Hai Phan
creator: Huy Tam Phan
rights: Copyright (c) 2025
date: 2025-07-24
publication date: 2025-07-24
starting page: 50
ending page: 64

Does foreign ownership decrease bank risk? Evidence from Vietnam
type: item
description: Based on data from 23 Vietnamese commercial banks in the period 2012-2022, the study used the Bayesian method to provide evidence of the positive impact of the foreign investment capital ratio on bank stability. Specifically, increasing the foreign capital ratio enhances risk resilience and strengthens the banks' overall financial stability. This is significant for policymakers, who should consider relaxing regulations on the ceiling for foreign capital ratios. By attracting more foreign investment, banks can leverage strong financial resources and advanced management expertise from international investors. However, to achieve these benefits, flexible and appropriate policies are needed to facilitate the attraction of foreign investment. Policymakers must carefully consider the risks and benefits, ensuring that new regulations do not cause unintended instability in the banking system. In summary, increasing the foreign capital ratio is a crucial step towards enhancing Vietnamese commercial banks' stability and sustainable development.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Tran Xuan Linh Nguyen
creator: Thi Lan Le
rights: Copyright (c) 2025
date: 2025-07-24
publication date: 2025-07-24
starting page: 33
ending page: 49

The impact of fiscal decentralization, green innovation, and geopolitical risks on sustainable development
type: item
description: This study employs Bayesian regression to examine the impact of fiscal decentralization, green innovation, and geopolitical risks on sustainable development across 19 developed and 12 emerging economies over the period 2010–2022. The empirical results indicate that fiscal decentralization hinders sustainable development in emerging economies but promotes it in developed countries. Conversely, geopolitical risks act as a driver of sustainable development in emerging markets, while it negatively affects sustainable development in developed economies. Notably, green innovation consistently contributes to the enhancement of sustainable development across all countries examined. Based on these findings, the study proposes several policy implications tailored to the development context of each group of countries.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Thi Hong Ha Nguyen
creator: Thi Kim Oanh Tran
creator: Hung Son Le
rights: Copyright (c) 2025
date: 2025-07-24
publication date: 2025-07-24
starting page: 15
ending page: 32

Microfinance and economic empowerment: Comparative case studies of rural regions in Thailand, Vietnam, and Philippines
type: item
description: This study assesses the causal impact of microfinance on rural development in Thailand, Vietnam, and the Philippines using a Propensity Score Matching and Difference-in-Differences (PSM–DiD) approach. Based on data from 1,200 households, we estimate effects on income, business ownership, and educational spending. Results show significant gains: household income rose by $40.10, $28.45, and $50.33; business ownership rose by 10, 6, and 12 percentage points; and educational spending by 15%, 10%, and 20% in Thailand, Vietnam, and the Philippines, respectively. Impacts were strongest among women and youth. Comparative evidence highlights the influence of institutional design, with the Philippines’ mature microfinance system yielding the largest effects. Robustness checks confirm internal validity. We propose four targeted policy actions: interest rate subsidies, regulatory reform in Vietnam, financial literacy integration, and gender-focused lending. These findings offer practical insights for enhancing microfinance outcomes across diverse Southeast Asian contexts.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Khanh Duy Phan
creator: Truong Thanh Thao Nguyen
creator: Le Quynh Mai
rights: Copyright (c) 2025
date: 2025-07-24
publication date: 2025-07-24
starting page: 1
ending page: 14

The impact of augmented reality (AR) marketing on customer engagement through customer experience and brand love
type: item
description: This study was conducted to investigate the effect of Augmented Reality marketing on customer engagement through customer experience and brand love. A 371 valid sample was used in this study from customers in Ho Chi Minh City from 18 to 30 years old through Google Forms. For the multivariate regression test, it is found that entertainment and aesthetic experience exert a positive impact on customer experience, customer experience positively impacts brand love, and brand love has a positive influence on customer engagement. The findings of this study have provided a fresh perspective on AR marketing in a developing country like Vietnam, assisting managers in their efforts to promote customer engagement. Moreover, this study suggests several new and innovative applications of AR in marketing as well.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Nguyen Anh Quan Phan
creator: Cuu Long Hoang
creator: Van Duc Nguyen
rights: Copyright (c) 2025
date: 2025-03-24
publication date: 2025-03-24
starting page: 77
ending page: 90

The role of electronic word-of-mouth in shaping brand image and driving purchase intentions
type: item
description: As the influence of electronic word-of-mouth (eWOM) continues to grow in the digital marketplace, questions arise about its reliability and the extent to which it truly shapes consumer intention. This study seeks to investigate the critical role of eWOM in shaping brand image and driving purchase intention, with a particular focus on the dimensions of eWOM quality, quantity, and source credibility. The objective of this research is to provide a comprehensive understanding of how these eWOM factors influence brand image and purchase intention in an era dominated by online interactions. Utilizing data from 268 Vietnamese consumers, this study employs Structural Equation Modeling (SEM) and SmartPLS software to assess the relationships between the variables. The findings reveal that all three eWOM dimensions - quality, quantity, and source credibility - exert a significant positive influence on brand image, which in turn strongly affects purchase intention. Notably, eWOM quantity and source credibility were found to have a more substantial impact on brand image than eWOM quality. These results underscore the urgency for businesses to strategically manage online reviews and ensure the credibility of review sources to enhance brand perception and foster higher purchase intentions. The study provides insights for marketers and brand managers seeking to optimize their eWOM strategies in the competitive digital marketplace.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Anh Tho To
creator: Kim Quoc Trung Nguyen
rights: Copyright (c) 2025 Journal of Finance - Marketing Research
date: 2025-09-04
publication date: 2025-09-04
starting page: 1
ending page: 14

Accounting conservatism: A literature review
type: item
description: Accounting conservatism reduces information imbalances in the accounting information system between people within the unit and information users outside the unit, reducing the ability to manage key custom reporting accounts (LaFond & Watts, 2008) and is a key determinant of financial reporting quality (DeFond & Zhang, 2014). Meanwhile, globalization and the internationalization of capital markets require very high transparency, timely response to financial reports, and the quality of main financial reports. Therefore, this study was conducted to provide an overview of prudential accounting in terms of definition, classification of prudential accounting, measurement methods, and important factors affecting prudential accounting. The results of this study have provided the most general theoretical foundation for prudential accounting, which is the basis for future research on this issue and at the same time provides a theoretical foundation to support readers gaining a comprehensive view of prudential accounting as well as its role in financial reporting quality to build appropriate research directions in the future.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Nhat Phuong Diem Ngo
rights: Copyright (c) 2025
date: 2025-03-24
publication date: 2025-03-24
starting page: 130
ending page: 142

The role of industries in economic growth: An approach to decentralization of sectors in Long An province
type: item
description: This research aims to assess the growth of industries and determine the contribution of industries to Long An province's economic growth with data collected from 2010-2023. By statistical analysis, comparison and cluster, the research results show that the industry plays an increasingly important role in the province's economic growth; specifically, food production and processing always play a major role in the group of secondary industries. The tertiary industry sector has grown well and has always played an important role in promoting the province's economic development in the current and upcoming trends including: Rubber and plastic products manufacturing; leather and related products manufacturing; chemical and chemical product manufacturing; manufacturing machinery and equipment; paper and paper products manufacturing; clothing production; wood processing and production of wood, bamboo, rattan products; straw and stubble products manufacturing. From the research results, the article suggests policy recommendations focusing on the development of industrial products with good growth and contribution; the product group is making a good contribution but growing slowly.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Cong Dinh Le
creator: Minh Tien Pham
creator: The Nguyen Huynh
rights: Copyright (c) 2025
date: 2025-03-24
publication date: 2025-03-24
starting page: 115
ending page: 129

A class of economic growth model with memory in the context of fractional derivatives
type: item
description: This article presents a model of economic growth that considers the effects of generalized power-law fading memory. To consider the memory effects in macroeconomic models, we propose a class of fractional differential equations involving a Caputo-type fractional derivative with respect to another function (or -Caputo derivative). For this purpose, the objective of this paper is to obtain the unique solution of the proposed -Caputo fractional differential equation. Behaviors of Mittag-Leffler’s functions, which characterize the growth behaviors of the solution are described. To evaluate the solution, we will compute the Mittag-Leffler functions by Matlab code. As a result, we obtain the solutions in explicit form. This work also provides a comparative analysis of solutions of our model and model without memory effect. To the best of our knowledge, the Harrod-Domar fractional differential equation with Caputo-type fractional derivative has not yet been investigated. Hence the result obtained from our study is essentially new. Moreover, this approach allows for greater flexibility in modeling economic behavior, making it possible to account for non-instantaneous effects and the cumulative impact of previous decisions.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Dinh Phung Tran
creator: Van Phong Nguyen
rights: Copyright (c) 2025
date: 2025-03-24
publication date: 2025-03-24
starting page: 105
ending page: 114

Factors affecting the application of strategic management accounting techniques and performance in Vietnamese enterprises
type: item
description: Purpose – The objectives of the study are to determine factors affecting the applications of strategic management accounting (SMA) techniques and the operational performance of Vietnamese enterprises. Design/methodology/approach - Using a mixed research method (qualitative research combined with quantitative research), with survey data from 262 medium and large non-financial enterprises in Vietnam. Data analysis and processing were performed using Smart-PLS software. Findings - Research results show that the factors including the competitive level of the environment, unstable level of the environment, ownership structure, business strategy, market orientation, organizational structure, and information technology have a positive on the application of SMA techniques, to the performance of Vietnamese enterprises. Originality/value - The application of SMA techniques has a positive impact on performance in Vietnamese enterprises. From the findings, the management policies are proposed to promote the application of strategic management accounting to increase sustainable performance in Vietnamese enterprises in the current period. Keywords: Performance of Viet Nam enterprises; Medium and large non-financial enterprises; Strategic management accounting; Strategic management accounting techniques.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Thi Phuong Lan Tran
creator: Hoang Ngoc Khue Duong
creator: Hong Van Tran
creator: Xuan Thach Ha
rights: Copyright (c) 2025
date: 2025-03-24
publication date: 2025-03-24
starting page: 91
ending page: 104

Determinants of taxpayer satisfaction with e-tax filing services: New evidence from artificial neural networks approach
type: item
description: This paper aims to assess the factors affecting taxpayer satisfaction with e-tax filing services in the export-import and logistics industries. It employs a mixed-analytical approach combining Multiple Linear Regression (MLR) and Artificial Neural Networks (ANN) to capture both linear and nonlinear relationships between predictors and the dependent variable, thereby improving prediction accuracy. The results indicate that combining MLR and ANN provides a more precise measure of the relative influence of each predictor on taxpayer satisfaction. The research identifies key factors influencing e-taxpayer satisfaction, including Accessibility, Appearance, Safety, Effectiveness, and Interactivity. These factors are categorized into two groups: high-impact (Appearance, Accessibility, Safety) and low-impact (Interactivity, Effectiveness). The findings have significant theoretical and managerial implications, suggesting that tax authorities should design user-friendly interfaces for their electronic platforms and prioritize security to enhance taxpayer satisfaction. This study's innovative use of ANN combined with MLR provides new insights compared to prior research.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Quang Huy Le
creator: Thanh Nam Nguyen
rights: Copyright (c) 2025
date: 2025-03-24
publication date: 2025-03-24
starting page: 60
ending page: 76

Corporate social responsibility in private universities: Empirical evidence in Vietnam
type: item
description: This study evaluates the impact of perceived corporate social responsibility on brand equity at private universities in Vietnam. A partial least squares structural equation modeling approach was utilized in the study to analyze 640 survey responses. Results show that perceived corporate social responsibility has a direct impact on brand equity, brand reputation, and brand trust. Brand reputation and brand trust also have a direct impact on brand equity. In addition, brand reputation and brand trust play an intermedia mediating role in the relationship between perceived corporate social responsibility and brand equity. The study's findings also imply management implications for managers in higher education about their branding tactics, including increasing corporate social responsibility activities to increase brand equity, brand reputation, and brand trust, encouraging corporate social responsibility initiatives in order to instill a sense of respect for the institution, a sense of quality service, and a belief in their promises, enhancing university reputation and trust by utilizing social media and media platforms to disseminate messages and outcomes of corporate social responsibility initiatives, in addition to putting them into practice.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Minh Tu Tran
creator: Dang Xuan Hoa Lam
rights: Copyright (c) 2025
date: 2025-03-24
publication date: 2025-03-24
starting page: 46
ending page: 59

The effect of green brand image on green brand equity through the green consumer satisfaction: The case for organic food products in Ho Chi Minh City
type: item
description: This paper examines the effect of green brand image on green brand equity through green consumer satisfaction. Based on survey data collected from 323 consumers of organic food products in Ho Chi Minh City, this research adopts a mixed-method approach, combining both qualitative and quantitative methods. Smart-PLS software was used to analyze the data. The results show a positive direct effect of green brand image on green brand equity, as well as a mediating effect of green consumer satisfaction on the relationship between green brand image and green brand equity for organic food products. Additionally, the results indicate that there are no significant differences in the relationship in the research model based on gender. However, there are differences based on occupation, and partial differences exist in all relationships based on age, residence location, and salary. Based on these results, several research implications are suggested for organic food businesses, state agencies, and consumers to enhance green brand equity for organic food products and encourage consumers to increase their consumption of organic food.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Xuan Dao Mai
creator: Minh Man Trinh
creator: Thien Nhi Ngo
creator: Gia Phung La
creator: Yen Tam Le
creator: Phuong Thuy Nguyen
rights: Copyright (c) 2025
date: 2025-03-24
publication date: 2025-03-24
starting page: 31
ending page: 45

Factors influencing the decision to use artificial intelligence technology (Chatgpt - AI) in learning at colleges and universities in Vinh Long province
type: item
description: This study investigates the factors influencing students' decisions to adopt ChatGPT – AI technology in Vinh Long province amid the growing role of AI in education. Data were collected from 250 college and university students using a structured survey and convenience sampling method. The research employs quantitative methods, utilizing Cronbach's Alpha reliability testing, exploratory factor analysis (EFA), and linear regression analysis. The results highlight four key factors significantly impacting students' adoption decisions. Perceived Ease of Use emerged as the most influential factor, followed by Performance Expectancy, Technological Innovativeness, and Social Influence. This study's main contribution is its focus on a distinct yet under-researched demographic – students in Vinh Long province. It offers new insights into their perceptions and intentions toward AI adoption in learning. The research also extends the existing literature by applying the Unified Theory of Acceptance and Use of Technology (UTAUT) model in an educational AI context. Practically, the findings provide recommendations for academic institutions, policymakers, and technology developers to improve AI-integrated learning tools that align with student needs.
subject: Bài viết
  topic: section
creator: Thi Thao Trang Huynh
creator: Thi Thao Nguyen Huynh
creator: Le Kieu Oanh Dao
rights: Copyright (c) 0
date: 2025-03-24
publication date: 2025-03-24
starting page: 15
ending page: 30

Improving customer services quality at bonded warehouses: The case of Transimex joint stock company
type: item
description: In the increasingly developed economy landscape in which logistics and commodity trade activities are becoming more and more prevalent, the service quality at bonded warehouses is an indispensable component to attract potential customers domestically and internationally. For businesses to gain a competitive advantage over other competitors, customer care activities are key to building long-term and beneficial relationships for the growth of the business. This article analyzes the current situation and proposes solutions for bonded warehouse customer care services of Transimex Joint Stock Company which in turn, improves the quality of logistics services. The research method being used is the qualitative method, the case study to analyze secondary data from the market as well as Transimex company. Research results show that the combination of traditional service quality and alternative solutions has helped Transimex bring a new experience to customers in terms of comprehensiveness and modernity. Additionally, the study identifies the potential and opportunities that the bonded warehouse can capitalize on through the act of innovation and the application of new technologies and solutions, as well as the challenges that businesses should be aware of to implement appropriate risk mitigation strategies.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Tran Thi Trang
creator: Nguyen Huynh Phuong Thao
creator: Nguyen Le Hoai Vy
rights: Copyright (c) 2025 Journal of Finance - Marketing Research
date: 2025-06-05
publication date: 2025-06-05
starting page: 135
ending page: 147

Factors affect customer satisfaction with the quality of online food delivery service via ShopeeFood application in Can Tho city
type: item
description: This study analyzes factors affecting customer satisfaction with the quality of online food delivery services via the ShopeeFood application in Can Tho City. The study surveys 226 consumers utilizing the online food delivery service via the ShopeeFood application in Can Tho and uses Cronbach's alpha scale reliability analysis, exploratory factor analysis (EFA), and linear regression analysis to test the hypotheses. The study’s findings confirm the impact of Information Utility and Food Quality on customer satisfaction, while the influence of Customer Service on customer satisfaction is not statistically significant. Based on the findings, the study proposes the practical implications of improving service quality to enhance customer satisfaction with online food delivery service quality.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Pham Le Hong Nhung
creator: Luu Hong Anh
creator: Dinh Cong Thanh
rights: Copyright (c) 2025 Journal of Finance - Marketing Research
date: 2025-06-05
publication date: 2025-06-05
starting page: 121
ending page: 134

The mediating role of work empowerment in the relationship between psychological ability and creativity
type: item
description: The study aims to examine the mediating role of work empowerment (WEM) in the relationship between psychological capital (CAP) and creativity (CRE). The study uses a combined method in which the focus group aims to adjust the scale to suit the context of this research, which is an educational environment, and test hypotheses in the structural model (SEM). The data collected to test the theoretical model is a convenience sample with 378 elements collected from university lecturers in Vietnam. Analysis results show that all hypotheses in the model are statistically significant, specifically, WEM is a partial mediator in the relationship between psychological capital (PsyCap) and creativity (CRE). Finally, based on the results of the study, the author provides implications for educational organizations in Vietnam. Specifically, universities need training to improve psychological capital and increase work empowerment to promote personal creativity.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Le Ngoc Trung
creator: Nguyen Thi Hoang Mai
creator: Truong Thi Hoa
creator: Nguyen Thị Hoang Trang
creator: Tran Thanh Phong
rights: Copyright (c) 2025 Journal of Finance - Marketing Research
date: 2025-06-05
publication date: 2025-06-05
starting page: 109
ending page: 120

Analyzing the risk perception of generation Y and generation Z consumers in buying fresh agricultural products online in Ho Chi Minh City
type: item
description: The research achieved its goal of analyzing consumers' risk perceptions by generation when purchasing fresh agricultural products online in Ho Chi Minh City. Research data was collected from generation Y and generation Z people who bought fresh agricultural products online in Ho Chi Minh City. After the data cleaning process, 350 samples were included in the official analysis using Smart PLS software 3.3.3. By referring to previous studies on risk perception in online shopping activities related to current online shopping intentions in the research area, the authors have built a research model on the risk perception of generation Y and generation Z consumers regarding their intention to purchase fresh agricultural products online.The results of the PLS-SEM linear structural model study show that risk perception factors have a negative impact on the intention to buy fresh agricultural products online. Besides, there are also differences between generations Y and Z that also have an influence on the relationship between risk perception and the intention to buy fresh agricultural products online. From there, we draw conclusions and some management implications that are valuable references for businesses trading fresh agricultural products online.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Tran Tuan Anh
creator: Luc Thi Tam
creator: Huynh Nhu Ngan
rights: Copyright (c) 2025 Journal of Finance - Marketing Research
date: 2025-06-05
publication date: 2025-06-05
starting page: 93
ending page: 108

Factors affecting employees’ innovation work behavior and their job performance in Vietnamese companies during the COVID-19 pandemic
type: item
description: The Covid-19 pandemic crisis is a global disaster, negatively affecting the development of the global economy. To cope with the volatile, risky and complex business environment caused by Covid-19, companies need to innovate in their operations, especially research and development activities, and encourage creative behaviors of employees to improve work efficiency. Although previous studies have shown a number of factors affecting employee’s innovation work behavior and their job performance during the Covid-19 pandemic, the results are still inconsistent and there are many different views. This study aims to identify the factors affecting the job performance and innovation work behavior as well as impact of inovation work behavior on job performance of employees working in Vietnamese enterprises during the Covid-19 pandemic. The study was conducted with qualitative research and quantitative formal research with 526 employees working in Ho Chi Minh City. Based on the analysis results, the research show that Job Insecurity, Techno-Stress, and Work-Family Conflict impact the reduction in employees' innovation work behavior and job performance. Besides, employees’ innovation work behavior positively affects their job performance. The study offers implications for companies to mitigate the impact of these factors on job performance and employees' creative work behavior.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Huynh Luong Tam
creator: Huynh Luong Huy Thong
rights: Copyright (c) 2025 Journal of Finance - Marketing Research
date: 2025-06-05
publication date: 2025-06-05
starting page: 73
ending page: 92

Impacts of lecturers’ self-efficacy, self-esteem and determination on work-life balance, job performance
type: item
description: How to enhance job performance and ensure work-life balance for university lecturers is a question that attracts the attention of university leaders and researchers. Based on the Conservation of Resources theory and the model of Work-Family Interface, the authors analyze the impact of internal resources within each lecturer on work-life balance and job performance. The Partial Least Squares Structural Equation Modeling (PLS-SEM) method was used to analyze survey responses from 189 lecturers at universities in Ho Chi Minh City. The analysis results indicate that all six research hypotheses were accepted. Theoretically, the findings of this study contribute to reinforcing the assertions of the Conservation of Resources theory and the model of Work-Family Interface. Practically, universities need to create a working environment that encourages collaborative development among lecturers, provides opportunities for lifelong learning, allows lecturers to work in areas they are passionate about, and sets challenging goals for them.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Tran The Nam
creator: Vo Thi Anh Dao
creator: Nguyen Thi Kim Ba
creator: Le Xuan Quynh Anh
creator: Vo Tran Son Nu To Uyen
rights: Copyright (c) 2025 Journal of Finance - Marketing Research
date: 2025-06-05
publication date: 2025-06-05
starting page: 55
ending page: 72

ChatGPT and marketing: Analyzing public reaction through Twitter discourses
type: item
description: This study analyzes the impact of Artificial Intelligence (AI) on the field of Marketing, particularly following the emergence of ChatGPT in 2022. By leveraging data from over 450,000 tweets about AI and Marketing, the study utilizes Correlated Topic Modeling (CTM) to assess public reactions before and after the deployment of ChatGPT, from 2021 to early April 2023. The findings show that ChatGPT sparked significant interest from the public, with a sharp increase in related tweets. However, the initial excitement gradually waned due to concerns over the limitations and risks of AI technology. Before ChatGPT’s appearance, AI applications in Marketing lacked clear trends; subsequently, discussions became centered on topics such as the long-term impact of AI, the effectiveness of AI tools in content production, and the role of AI in optimizing Marketing through SEO. The study also highlights concerns over job losses and social issues arising from AI.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Ngo Minh Vu
rights: Copyright (c) 2025 Journal of Finance - Marketing Research
date: 2025-06-05
publication date: 2025-06-05
starting page: 41
ending page: 54

Earning management before ESOP issuance?
type: item
description: Due to the increasing popularity of ESOP policies in the Vietnamese stock market, this article aims to answer whether there is a phenomenon of manipulating accounting earnings before issuing ESOPs. To address this question, we divided companies into two groups based on their transparency levels and used statistical and regression methods to assess accruals during the years surrounding the ESOP events. The results show that most companies embellish their earning reports in the year of ESOP issuance and one year preceding it to sway shareholders more easily. However, after ESOP issuance, only companies with low transparency persist in manipulating accounting earnings to augment assets for managers.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Luu Thu Quang
rights: Copyright (c) 2025 Journal of Finance - Marketing Research
date: 2025-06-05
publication date: 2025-06-05
starting page: 29
ending page: 40

Corruption perception index and lending activities of Vietnamese commercial banks
type: item
description: This article examines the effect of corruption perception on the lending activities of commercial banks in Vietnam. A panel sample includes 28 commercial banks from 2012 to 2022. This research collected data from audited financial reports of commercial banks, the World Bank, and the International Transparency Organization. The results from SGMM estimation indicate a positive relationship between the Corruption Perception Index (CPI) and the loan-to-asset ratio (LOANS), as well as the loan growth rate (GRLOANS) of commercial banks in Vietnam during the study period. The positive relationship implies that enhancing corruption perception improves business environment transparency, thereby increasing commercial banks' lending activities in Vietnam. Additionally, by providing pioneering evidence on the relationship between corruption perception and lending activities of commercial banks in Vietnam, this paper's findings offer policy implications for bank managers and macroeconomic policymakers related to transparency in the business environment through enhancing corruption perception and improving lending activities of commercial banks in Vietnam.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Nguyen Diem Quynh Nhu
creator: Vuong Thi Huong Giang
rights: Copyright (c) 2025 Journal of Finance - Marketing Research
date: 2025-06-05
publication date: 2025-06-05
starting page: 15
ending page: 28

Applying the analytical hierarchy process to prioritize risks of rice distribution activities: A case study in Quang Ngai city
type: item
description: This study aims to prioritize risks of rice distribution activities in Quang Ngai City. With research methods combining qualitative and quantitative. Qualitative research conducted in-depth interviews with 5 experts from 3 businesses, including 1 rice production and distribution business and 2 rice distribution businesses to identify risk factors. Next, structured interviews with experts were conducted to collect data comparing each pair of risks. Then, apply the analytical hierarchy method (AHP) to prioritize risks. The results show that 7 risk factors need to be prioritized out of a total of 14 risks. These 7 risk factors mostly originate from the management and sales side. The group of 3 most important risk factors among the 7 risks mentioned above of rice distribution activities in Quang Ngai city include: Risk that the enterprise has difficulty controlling inventory, with overall weight is 0.2807; Distribution management support tool risk, with an overall weight of 0.1581; The risk of lack of sales staff, has an overall weight of 0.1115. On that basis, the study offers some management implications to improve efficiency in rice distribution activities in Quang Ngai City.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Tran Van Khoat
creator: Vo Van Tuyen
creator: Nguyen Anh Tuan
creator: Vo Thi Dieu Hien
rights: Copyright (c) 2025 Journal of Finance - Marketing Research
date: 2025-06-05
publication date: 2025-06-05
starting page: 1
ending page: 14

Factors affecting students’s purchase intention for secondhand fashion in Ho Chi Minh market
type: item
description: The study investigates the factors influencing the purchase intention for secondhand fashion among students in Ho Chi Minh City. The desk research is conducted to gather secondary information related to the topic. Qualitative research is conducted to refine the measurement scale. The quantitative research adopts a convenience sampling method, a non-probability sampling technique, with a survey sample of 351 consumers in Ho Chi Minh City. The findings indicate that four positive factors influence the intention to purchase secondhand fashion: Subjective norm, Attitude towards secondhand fashion, Environmental awareness, and Financial capability. Perceived concerns factor negatively impact the purchase intention of secondhand fashion. The research results indicated that the Subjective norm factor has the most significant positive influence, this is a new point in stimulating consumers' intention to purchase secondhand fashion. These findings also help managers recognize the importance of the factors influencing the purchase intention of secondhand fashion, thereby developing appropriate business strategies. Based on the research results, the authors propose several managerial implications to increase the efficiency of operations and promote customer decisions to use secondhand fashion products.
subject: Bài viết
  topic: section
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
subject: Array
  topic: keywords
creator: Nguyen Y Thu
creator: Nguyen Thi Hoa My
creator: Nguyen Thanh Dat
creator: Pham Thi Lan Phuong
rights: Copyright (c) 2024 Journal of Finance - Marketing Research
date: 2024-08-24
publication date: 2024-08-24
starting page: 126
ending page: 139