文章基本信息

标题：The Impact of Brand Equity on Employee’s Opportunistic Behavior: A Case Study on Enterprises in Vietnam
本地全文：下载
作者：Tran, Quang Bach ; Le, Quoc Hoi ; Nguyen, Hoai Nam 等
期刊名称：Journal of Risk and Financial Management
印刷版ISSN：1911-8074
出版年度：2021
卷号：14
期号：4
页码：1-12
DOI：10.3390/jrfm14040164
语种：English
出版社：MDPI, Open Access Journal
摘要：Brand is considered a valuable asset that a business wants to create and maintain growth throughout its business cycle. This paper examines the impact of corporate brand equity on employees’ opportunistic behavior. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis of structural model with a scale of 609 samples of employees of enterprises in Vietnam. The research results show that corporate brand equity has a negative impact on employees’ opportunistic behavior. In the relationship between these two factors, trust and emotional engagement act as intermediate factors. Additionally, the research demonstrates that trust has a positive effect on all three components of employee engagement, including emotional engagement, computational engagement, and standards-based engagement. On that basis, the research suggests a number of recommendations to minimize the opportunistic behavior of employees in the enterprise. The findings of this study have shown the importance and impact of brand equity on employee opportunistic behavior. These are meaningful contributions in both theory and practice to help businesses gain deeper insight into brand equity and the need to pay attention to building and developing durable brand equity for businesses. At the same time, it is an important basis for the next research projects.
关键词：corporate brand equity; trust; emotional engagement; computational engagement; standards-based engagement; opportunistic behavior