scholarly journals Explicating Brand Equity in the Information Technology Sector in Vietnam

2021 ◽  
Vol 11 (4) ◽  
pp. 128
Author(s):  
Hien Thi Ngoc Huynh ◽  
Hoa Doan Xuan Trieu ◽  
Phuong Van Nguyen ◽  
Tue Gia Tran ◽  
Long Nguyen Hai Lam
Keyword(s):  
Information Technology ◽  
Brand Equity ◽  
Customer Value ◽  
Dynamic Capabilities ◽  
Mediating Effect ◽  
Marketing Capability ◽  
Global Brand ◽  
Building Process ◽  
Branding Strategies ◽  
Knowledge Intensive

Vietnamese IT businesses have expanded internationally and have reached a turning point with opportunities and challenges typical when establishing a global brand. To assist Vietnamese IT firms in the development of branding strategies, this study investigated the direct influences of various firm competencies, such as innovation, marketing, networking, and dynamic capabilities, on brand equity in the business-to-business (B2B) information technology (IT) industry. In addition, the study examined whether the enterprise’s capabilities indirectly affected B2B brand equity via value co-creation and customer value. By employing PLS-SEM to analyze a sample of 182 questionnaire responses from IT firms in Ho Chi Minh City, Vietnam, the study found that innovative, networking, and dynamic capabilities had a direct, positive effect on brand equity. The mediating effect of value co-creation and customer value on the association between marketing capability and brand equity was also reported. The research also recommended branding strategies for enterprises that seek to improve their internal competencies and abilities to innovate and respond swiftly to market dynamics. In a successful marketing strategy, all stakeholders must be involved in the value co-creation and brand equity building process, and this is particularly critical in a knowledge-intensive industry such as IT.

scholarly journals Sustainability, Store Equity, and Satisfaction: The Moderating Effect of Gender in Retailing

2021 ◽  
Vol 13 (2) ◽  
pp. 1010
Author(s):  
Antonio Marín-García ◽  
Irene Gil-Saura ◽  
María Eugenia Ruiz-Molina ◽  
Gloria Berenguer-Contrí
Keyword(s):  
Brand Equity ◽  
Consumer Satisfaction ◽  
Business Models ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Retail Sector ◽  
Competitive Advantages ◽  
Sustainable Business ◽  
Sustainable Business Models ◽  
Discount Stores

Currently, sustainability emerges as a key element on which the development of competitive advantages for businesses is based. In the dynamic and turbulent environment in which retail companies operate, sustainable practices are posited as an opportunity for their progress and survival. Through this article, it is intended to advance the nature and dimensions of this construct and examine its influence on store equity and consumer satisfaction. Furthermore, this work analyses the moderating effect of gender on these variables and the mediating nature of brand equity in the development of consumer satisfaction. All this is developed through a quantitative study carried out on a sample of 510 consumers of different food retail commercial formats (hypermarkets, supermarkets, and discount stores) in Spain. The technique used for data analysis is partial least squares (PLS) regression. The results show the importance of sustainability and brand equity in the development of consumer satisfaction in the retail sector, with the intensity of its effects being a gender issue. On the other hand, brand equity is positioned as a key element thanks to its mediating effect between sustainability and satisfaction. All of this points to the need to move towards more sustainable business models.

scholarly journals Why Not Knowledge-Based HRM? Its Direct and Indirect Effect on Innovative Service Offerings

SAGE Open ◽  
2020 ◽  
Vol 10 (4) ◽  
pp. 215824402098300
Author(s):  
Norwan Ahmad ◽  
Ng Siew Imm ◽  
Yuhanis Abdul Aziz ◽  
Norazlyn Kamal Basha
Keyword(s):  
Resource Management ◽  
Human Resource Management ◽  
Human Resource ◽  
Dynamic Capabilities ◽  
Management Practices ◽  
Business Service ◽  
Marketing Capability ◽  
Cross Sectional Survey ◽  
Knowledge Based ◽  
Human Resource Management Practices

This article is aimed at examining the effect, direct and indirect, of knowledge-based human resource management on innovative offerings of service small and medium-sized enterprises (SMEs). Knowledge-based human resource management essentially reflects the central role played by the embedded knowledge-centric human resource management practices, which may lead to new or improved services. A cross-sectional survey was implemented involving a sample of 278 business service SMEs from Malaysia and indicated two key findings from the study. First, knowledge-based human resource management was found to positively influence innovative service offerings. Second, dynamic capability in the aspects of entrepreneurial orientation, marketing capability, and technological capability were found to mediate the knowledge-based human resource management–innovative service offerings relationship. This study espouses the potentials of creating innovative service offerings among business service SMEs through embedding knowledge perspective in human resource management practices as well as investment in dynamic capabilities.

How does corporate learning orientation enhance industrial brand equity? The roles of firm capabilities and size

2019 ◽  
Vol 35 (2) ◽  
pp. 231-243 ◽  
Author(s):  
Yi Xie ◽  
Xiaoying Zheng
Keyword(s):  
Brand Equity ◽  
Firm Size ◽  
Small Firms ◽  
Learning Orientation ◽  
Innovation Capability ◽  
Marketing Capabilities ◽  
Marketing Capability ◽  
Content Type ◽  
Corporate Learning ◽  
The Impact

Purpose This paper aims to examine the role of learning orientation in building brand equity for B2B firms. The present research proposes that learning orientation contributes to the development of innovation and marketing capabilities and, in turn, leads to enhanced industrial brand equity. Furthermore, the moderating effect of firm size in these processes is investigated. Design/methodology/approach The hypotheses are tested by administering a survey with a set of managers of manufacturing firms in China. Findings Innovation capability and marketing capability serve as the mediators between learning orientation and industrial brand equity. The mediating path through innovation capability is stronger for small firms than for large firms. Research limitations/implications Learning orientation provides a cultural base for B2B firms to cultivate brand equity. Measurement of industrial brand equity and contingency of its effect requires further investigation. Practical implications To transform learning-oriented culture into brand equity, firms need to develop and manage innovation and marketing capabilities. The learning orientation–innovation capability route is more beneficial for small firms. Originality/value While a majority of prior literature ignores the impact of organizational culture in driving industrial brand equity, the present research explores learning orientation as a key cultural antecedent of industrial brand equity. A more refined industrial-brand-equity-building mechanism from learning orientation to corporate capabilities and then to brand equity is proposed and tested. The mechanism varies with firm size.

scholarly journals Influence of Customer Relationship Management, Brand Equity, Perceived Product Quality, Perceived Price on Customer Value and Purchase Intention (Studies Philips Light Bulb in Batam)

2017 ◽  
Vol 9 (7) ◽  
pp. 122 ◽  
Author(s):  
Lukmanul Hakim ◽  
Nanis Susanti ◽  
Ujianto
Keyword(s):  
Customer Relationship Management ◽  
Brand Equity ◽  
Purchase Intention ◽  
Customer Value ◽  
Relationship Management ◽  
Perceived Quality ◽  
Customer Relationship ◽  
Light Bulb ◽  
Perceived Price

This study tried to determine and analyze the deeper understanding of the influence of customer relationship management, brand equity, perceived of product quality, perceived value and price to the customer at the customer's purchase intention Philips light bulb in Batam.The population in this study are all users (consumers) electric light bulb philips brands in the city of Batam. Testing of the model in this study, with Generalized Least Square Estimation (GLS), analysis of structural equation modeling (SEM), proportional random sampling method and software assistance Amos 22, on 240 respondents from eight times the 30 indicators the study variables. The test results indicate the model (fit) seen from the GFI, AGFI, TLI, CFI, RMSEA and CMIN / DF, each of 0915, 0901, 0949, 0953, 0063, and 1,376 are all that are in the range of expected values so that the model can be accepted.The results showed that: 1). Customer relationship management influence on customer value, it shows that with good customer relationship management program, will increase customer value. 2) Customer relationship management influence on purchase intention, it shows that with good customer relationship management program, will increase customer value. 3) Brand equity effect on customer value, it shows that with a good brand equity, will increase customer value. 4). Brand equity effect on purchase intention, it shows that with a good brand equity, will increase customer value. 5) Perceived quality of product effect on customer value, it indicates that the perceived quality of a good product, will increase customer value. 6). Perceived quality of product effect on purchase intention, this suggests that the perceived quality of a good product, will increase purchase intention. 7). Perceived price effect on customer value, it indicates that the perceived price friendly, will increase customer value. 8) Perceived price effect on purchase intention, this suggests that the perceived price friendly, will increase purchase intention. 9). Customer value effect on purchase intention, it shows that with high customer value, will raise the purchase intention.

Elucidating the effect of information technology capabilities on organizational performance in UAE: a three-wave moderated-mediation model

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Haseena Bader Alkatheeri ◽  
Fauzia Jabeen ◽  
Khalid Mehmood ◽  
Gabriele Santoro
Keyword(s):  
Information Technology ◽  
Organizational Performance ◽  
Mediating Effect ◽  
Hierarchical Regression ◽  
Management Support ◽  
Content Type ◽  
Moderated Mediation Model ◽  
Hospitality Firms ◽  
High Level ◽  
The Relationship

PurposeThis paper aims to investigate information technology capabilities (ITC)’s influence on organizational performance (OP) within the hospitality industry. Specifically, it analyzes the indirect effects of sustainability practices (SP) and service quality (SQ) on the relationship between ITC and OP. The moderating effect of top management support (TMS) is also examined.Design/methodology/approachUsing a three-wave time-lagged design, 507 UAE hotels' managers took part in the study. Hierarchical regression bootstrapping approach was used to examine the hypothesis.FindingsThis study suggests that ITC are positively related to OP. Furthermore, the study found that SP and SQ mediate the ITC-OP relationship. TMS moderates the positive relationship between ITC and OP and also moderates the relationship between SQ and OP. Additionally, TMS moderates the indirect effect of SQ on the association between ITC and OP, such that the mediating effect is stronger when TMS is at a high level.Research limitations/implicationsThe study shall assist the practitioners of the hospitality firms to focus their attention on ITC to improve SQ and hence achieve optimal performance.Originality/valueThe novelty of this research lies in the presentation of an integrated framework based on a resource-based view to solve the contemporary challenges facing hospitality firms operating in emerging markets in integrating ITC and SP for better organizational results.

Knowledge-oriented leadership and technology standard innovation: a temporary-team perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hong Jiang ◽  
Kazuyuki Motohashi ◽  
Wentao Liu ◽  
Xu Zhang
Keyword(s):  
Knowledge Integration ◽  
Innovation Process ◽  
Underlying Mechanism ◽  
Mediating Effect ◽  
Technology Standards ◽  
Content Type ◽  
Innovation Activities ◽  
Technology Standard ◽  
Member Exchange ◽  
Knowledge Intensive

Purpose This study aims to investigate the relevance of knowledge-oriented leadership (KOL) to technology standard innovation (TSI) from a temporary-team perspective. The mediating and moderating effect on knowledge integration (KI) and leader–member exchange (LMX) is emphasized. Design/methodology/approach The conceptual model is built based on an exhaustive literature review and is empirically tested in terms of a sample of 341 Chinese individuals with TSI experience. Quantitative analysis was performed using a questionnaire with the bootstrapping method used to demonstrate the mediating effect of KI. Findings The empirical results of this study prove that KI mediates the relationship between KOL and TSI. The authors deduce that LMX moderates the positive relation between KOL and KI. Originality/value Few studies have investigated the innovation activities of technology standards from a temporary-team perspective. To the best of the authors’ knowledge, this is the first study to look into the underlying mechanism of KOL in TSI. This research deepens the analysis by introducing LMX’s moderating role in the innovation process of technology standards, thereby providing valuable insights for leaders of innovation activities of technology standards and illuminating new aspects of knowledge-intensive temporary-team management.

The Structural Relationship Information Technology Used and Risk toward Banking Customer Satisfaction during Covid19, Indonesia

2021 ◽  
Vol 12 (4) ◽  
pp. 1618-1630
Author(s):  
Surachman Surjaatmadja, Et. al.
Keyword(s):  
Information Technology ◽  
Customer Satisfaction ◽  
Technology Use ◽  
Perceived Risk ◽  
Customer Value ◽  
Customer Experience ◽  
Structural Relationship ◽  
Service Development ◽  
Functional Quality ◽  
Number Of Customers

Investigation on the structural relationship of  information technology functional quality, customer value, technology used, risk perception and customer experience of banking customer satisfaction during covid19 pandemic is very important to provide significant benefits to increase the number of customers. This research design uses a quantitative approach through a questionnaire survey conducted on banking customers in Indonesia. Data analysis was performed using statistical software, namely LISREL Version 8.0. The results of the analysis show that functional quality, perceived customer value, technology use, perceived risk and customer experience have a significant relationship with banking customer satisfaction  during the covid19 pandemic. In detail, the functional quality of banking technology is considered to have contributed 39% to  customer satisfaction when implementing health protocols. Customer value contributes to customer satisfaction, technology used  contributed to the customer satisfaction and perceived risk shaping customer satisfaction. In addition customer experience when implementing health protocols during the covid19 pandemic influence to customer satisfaction.  In conclusion, functional quality, customer value, technology used, perceived risk and customer experience show the most significant contribution to banking customer satisfaction  when implementing health protocols during the covid19 pandemic and create good acceptance of banking service performance from the aspects of empathy, physical evidence, reliability, fast response, time saving and cost-effectiveness and the new service development. 

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