The present study examines the roles of internal communication (IC), job engagement (JE), organisation engagement (OE) and job satisfaction (JS) in producing employee loyalty (EL) based on the social exchange theory. This study employed an online questionnaire-based survey design to collect data from 255 respondents from higher education institutions (HEIs) in Binh Duong province using convenience and snowball sampling techniques. Data analyses and hypothesis testing were carried out using the partial least squares structural equation modelling (PLS-SEM). The findings show that all relationships are significantly validated, except for the JE-JS relationship. Our work is the first to investigate employee loyalty in the HEI context of an emerging economy such as Vietnam by incorporating internal communication, employee engagement (including job and organisation engagement) and job satisfaction to develop and validate a research model for the study. This study is expected to contribute to the theory and advance our understanding of different mechanisms that job engagement, organisation engagement and job satisfaction can play in the relationship between internal communication and employee loyalty.

This study explores whether and, if so, how efficiently consumers’ greenwashing (GW) influences green brand equity (GBE) by integrating the mediation role of green brand image (GBI), green satisfaction (GSA), and green trust (GTR) and the moderating role of green concern (GC), using the legitimacy and signaling theories. A quantitative study was conducted by means of a questionnaire-based survey using a cluster random sampling technique with a sample of 436 consumers who purchased electronic products in supermarkets in Vietnam. A partial least squares structural equation modelling (PLS-SEM) approach was used to analyze data. Our findings show that GW is not significantly associated with GBE, possibly due to the halo effect. The findings also show that GW is adversely related to GBI, GSA, and GTR, which would positively influence GBE, except for the GW-GSA relationship. This means that, although GW does not directly affect GBE, it does indirectly influence it via GBI and GTR. Furthermore, GC significantly moderates the relationship between GW and GBE. Our work is the first to combine GBI, GSA, and GTR as mediators, and GC as a moderator using PLS-SEM approach to advance the theory of green brand equity on green marketing and to contribute significantly toward a unified theory of brand equity. Furthermore, our findings extend our understanding regarding the different mechanisms for which GBI and GTR play as mediators, and with GC as a moderator in the GW-GBE relationship in the electronics products setting of Vietnamese consumers.

With the rapid growth and intense competition of the mobile commerce market, mobile vendors consider retaining current users and facilitating them to continue shopping as vital to sustain profitability and development. This study investigates the influence of trust and perceived usefulness on continuance intention to use mobile shopping, mediated by user adaptation. This study was based on an extended expectation-confirmation model (ECM) by incorporating trust and user adaptation. A questionnaire-based survey was designed to gather data from 445 mobile shoppers in Vietnam using face-to-face interview. Structural equation modelling analysis was applied to validate the hypothesised model. Our results revealed that all relationships, except for the direct relationship between trust and continuance intention significantly affect continuance intention. In addition, user adaptation is verified to mediate fully the relationship between trust and continuance intention. Our work is the first study to extend ECM by integrating trust and user adaptation in an integral way to advance our understanding of how mobile shoppers continue to use mobile shopping services. Finally, our study offers insightful theoretical and practical implications for academicians and firm managers to retain users effectively by promoting the factors that motivate the continuance intention.

This study investigates the relationship between belief structures (perceived compatibility, self-efficacy, and subjective norm), behavioral adaptation, satisfaction, and continuance intention of a platform-based ride-hailing service called “Grab” in Vietnam. After applying a questionnaire-based survey method and convenience sampling for data collection, the study collected 439 responses from the current users of Grab. A structural equation modeling procedure was used to verify the hypotheses. The results revealed that, except for the relationship between perceived compatibility and behavioral adaptation, all belief structures positively affect behavioral adaptation and satisfaction. Furthermore, both satisfaction and behavioral adaptation positively affect the continuance intention. Our study also demonstrated the partial and full mediating role of behavioral adaptation between self-efficacy and continuance intention, and between subjective norm and continuance intention, respectively. Our study broadens the current understanding of the relationship mechanism between belief structures, behavioral adaptation, and continuance intention. Theoretically, this study is the first research into the relationships between belief structure, behavioral adaptation and continuance intention, and it also identifies the mediating effects of behavioral adaptation on continuance intention in the platform-based context. Additionally, our study offers insightful implications for firm managers to retain users effectively by boosting the factors contributing to continuance intention.

A compelling question that constantly arises in our society today is “How do we build a healthy brand that is closely associated with environmental activities?” Enhancing green brand equity is among the answers. This article integrates consumer environmental values with brand knowledge and brand relationships to arrive at an integrated view of how green brand equity can be maximized. Our research employs a questionnaire-based survey to collect data from consumers of electronics products in Ho Chi Minh City using a cluster sampling method. A structural equation modeling method was used to validate the hypothetical relationships. Our analysis suggests that (a) attitudes toward green products and the environmental concern affect consumer’s associations with the green brand, followed by green brand equity and (b) an eco-friendly image and trust in the brand’s green commitments drive a competent green brand. Our article broadens the current understanding of green consumers’ behavior by providing a theoretical model that investigates the associations between brand relationships and consumers’ personal motives which are closely connected with green brand management. Altogether, this study presents a broad picture of green branding mechanisms.