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.

The effectiveness of an organization is significantly influenced by the leadership styles used (Almahasneh et al., 2023). This study aims to investigate how the emotional intelligence (EI) of managers affects transformational leadership styles in North Central Vietnamese enterprises. With data from 632 samples — managers — exploratory factor analysis (EFA) and structural equation modeling (SEM) were used to define the study problem using the quantitative approach. The findings demonstrate that through the intermediary components of employee knowledge sharing at work and corporate social responsibility, managers’ EI has both direct and indirect impacts on transformational leadership style. Furthermore, information sharing has been shown to have a positive impact on corporate social responsibility toward employees and a negative impact on opportunistic behavior. Based on the findings, several recommendations are proposed to enhance and promote the effectiveness of transformational leadership styles for managers. Considering the social implications and the practicality of the research, stakeholders should push for solutions that would ensure transformational leadership styles for managers. The study’s findings contribute to our understanding of leadership and are particularly useful for teams working in Vietnamese and other Asian firms.

Objective: The objective of this study was to investigate the impact of destination quality and image on the loyalty of tourists.   Method: There were many research papers that were analyzed critically to find out the connection between quality, image, and the loyalty of tourists. We utilize a quantitative research method through structural equation modeling (SEM) analysis. The sample size includes 583 respondents who are tourists in the provinces of the North Central Coast of Vietnam.   Results: The research findings show that, in direct relationships, destination image positively influences both attitudinal loyalty and behavioral loyalty. However, there is no direct impact of destination quality on attitudinal loyalty; instead, it only affects tourist behavioral loyalty. The study also demonstrates the mediating role of satisfaction in the relationship between destination quality, image, and both aspects of loyalty, namely the attitudinal and behavioral loyalty of tourists.   Conclusions:  The tourist industry on the North Central Coast of Vietnam has many positive points, despite just going through the COVID-19 pandemic and economic growth. Tourist loyalty to destinations is quite high because they like destination image and satisfaction with destination quality. This article is an academic contribution that enables understanding of the research developed and focuses on destination image, destination quality, and tourist loyalty on the North Central Coast of Vietnam, considering data from several reference research databases and survey results.