Pub Date : 2022-04-25DOI: 10.25073/2588-1108/vnueab.4715
Le Thi Hong Hanh, Nguyen Ngoc Nam, N. T. Linh, Nguyen Linh Diep, Nguyen Ngoc Hai
There are very few studies in Vietnam on the application of text mining in finance and Vietnamese language processing. The origin of this study comes from one of the leading studies on the use of machine learning to analyze text data from 4 well-known online newspapers in Vietnam to forecast the increase, decrease and neutrality of the VN-Index one day in advance. This study used nearly 70,000 articles from four reputable and reliable online newspapers in Vietnam as input data for machine learning models. These were: decision trees, random forests, KNNs and SVMs. After selecting the best model (SVM) and the best dataset (Vietstock), the techniques used to dig deep and refine the findings raised the accuracy to 60.1%. The end result is solid evidence that news about the financial and stock situation in the popular press affects the price movements of the VN-INDEX and the Vietnamese stock market.
{"title":"Stock Market Prediction: The Application of Text-Mining in Vietnam","authors":"Le Thi Hong Hanh, Nguyen Ngoc Nam, N. T. Linh, Nguyen Linh Diep, Nguyen Ngoc Hai","doi":"10.25073/2588-1108/vnueab.4715","DOIUrl":"https://doi.org/10.25073/2588-1108/vnueab.4715","url":null,"abstract":"There are very few studies in Vietnam on the application of text mining in finance and Vietnamese language processing. The origin of this study comes from one of the leading studies on the use of machine learning to analyze text data from 4 well-known online newspapers in Vietnam to forecast the increase, decrease and neutrality of the VN-Index one day in advance. This study used nearly 70,000 articles from four reputable and reliable online newspapers in Vietnam as input data for machine learning models. These were: decision trees, random forests, KNNs and SVMs. After selecting the best model (SVM) and the best dataset (Vietstock), the techniques used to dig deep and refine the findings raised the accuracy to 60.1%. The end result is solid evidence that news about the financial and stock situation in the popular press affects the price movements of the VN-INDEX and the Vietnamese stock market.","PeriodicalId":270329,"journal":{"name":"VNU JOURNAL OF ECONOMICS AND BUSINESS","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129044127","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-25DOI: 10.25073/2588-1108/vnueab.4723
N. Thuy, Christopher J. Brown, N. H. Giang
The paper explores the expectations that agritech startups in the United Kingdom and Vietnam have of the benefits of Communities of Practice (CoPs), and how CoPs help these businesses to tackle the challenges of business model changes for their growth enhancement. The co-creational collaboration between academics and agritech startups when working together on knowledge/experience-sharing through CoPs is also investigated. The research uses a case-study approach, meetings, interviews, and documentary data to capture the events, actions and changes of attitudes, behaviors, and expectations of eight agritech startups towards their use of CoPs. The research indicates a significant change in the business models of the startups when integrating temporal CoPs. These agritech startups often exploit their existing business models, while exploring a portfolio of new business opportunities that could generate new growth engines. Some of them quickly move into a value creation phase by which they achieve quick-wins and medium-term actions that generate both financial and non-financial business value. The research results may have implications for policymakers and practitioners who want to develop these types of interventions. Businesses in other fields can also better understand the value and potential of temporal COPs and start applying them.
{"title":"A Comparative Research on Communities of Practice, University Knowledge Exchange and Business Model Changes between the United Kingdom and Vietnamese Agri-tech Start-ups","authors":"N. Thuy, Christopher J. Brown, N. H. Giang","doi":"10.25073/2588-1108/vnueab.4723","DOIUrl":"https://doi.org/10.25073/2588-1108/vnueab.4723","url":null,"abstract":"The paper explores the expectations that agritech startups in the United Kingdom and Vietnam have of the benefits of Communities of Practice (CoPs), and how CoPs help these businesses to tackle the challenges of business model changes for their growth enhancement. The co-creational collaboration between academics and agritech startups when working together on knowledge/experience-sharing through CoPs is also investigated. The research uses a case-study approach, meetings, interviews, and documentary data to capture the events, actions and changes of attitudes, behaviors, and expectations of eight agritech startups towards their use of CoPs. The research indicates a significant change in the business models of the startups when integrating temporal CoPs. These agritech startups often exploit their existing business models, while exploring a portfolio of new business opportunities that could generate new growth engines. Some of them quickly move into a value creation phase by which they achieve quick-wins and medium-term actions that generate both financial and non-financial business value. The research results may have implications for policymakers and practitioners who want to develop these types of interventions. Businesses in other fields can also better understand the value and potential of temporal COPs and start applying them.","PeriodicalId":270329,"journal":{"name":"VNU JOURNAL OF ECONOMICS AND BUSINESS","volume":"69 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124027644","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-25DOI: 10.25073/2588-1108/vnueab.4727
Dam Thi Phuong Thao
Small and medium enterprises, which form a large part of the entity of the domestic private sector, play a vital role in economic growth, socio-economic development and the international integration process. However, SME groups in developing countries are under-developed and face a lot of difficulties in growth due to the absence of sufficient finance. Profoundly, venture capital is typically a suitable and sustainable external source of finance for Vietnamese SMEs with high growth potential. This study provides an overview of the venture capital market and its role in SMEs’ performance in Vietnam. This research also found that one of the reasons why foreign investment funds are not interested in the Vietnamese market is that they have not seen safe and sustainable opportunities for investment. This study not only contributes to the existing literature, because this topic in Vietnam has not received much attention and evidence is not available, but also gives policymakers, in developing countries in general and Vietnam in particular, some recommendations to determine areas of improvement in regulatory and policy aspects enabling increased responsible SME access to venture capital.
{"title":"Policy Recommendations to Enhance Vietnamese SMEs’ Ability to Access Venture Capital","authors":"Dam Thi Phuong Thao","doi":"10.25073/2588-1108/vnueab.4727","DOIUrl":"https://doi.org/10.25073/2588-1108/vnueab.4727","url":null,"abstract":"Small and medium enterprises, which form a large part of the entity of the domestic private sector, play a vital role in economic growth, socio-economic development and the international integration process. However, SME groups in developing countries are under-developed and face a lot of difficulties in growth due to the absence of sufficient finance. Profoundly, venture capital is typically a suitable and sustainable external source of finance for Vietnamese SMEs with high growth potential. This study provides an overview of the venture capital market and its role in SMEs’ performance in Vietnam. This research also found that one of the reasons why foreign investment funds are not interested in the Vietnamese market is that they have not seen safe and sustainable opportunities for investment. This study not only contributes to the existing literature, because this topic in Vietnam has not received much attention and evidence is not available, but also gives policymakers, in developing countries in general and Vietnam in particular, some recommendations to determine areas of improvement in regulatory and policy aspects enabling increased responsible SME access to venture capital.","PeriodicalId":270329,"journal":{"name":"VNU JOURNAL OF ECONOMICS AND BUSINESS","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132851295","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-25DOI: 10.25073/2588-1108/vnueab.4766
N. Bao, Antoine Bouët
This paper studies the determinants of the low participation of African countries to international trade. We point out the under-trading status of Africa, then we estimate a gravity equation in order to identify the determinants of trade in general. As we characterize the level of these explanatory variables in Africa as compared to the rest of the world, we identify the main variables behind the low participation of Africa to trade in general. Usual gravity factors play an important role, but we show that non-tariff measures and the quality of infrastructure and institutions are important. Import duties does not significantly impede African exports. We test the impact on African countries’ exports of a counterfactual scenario where infrastructure and institution variables in African countries are changed to the world average and conclude that the most important leverage effect to be expected from investment in infrastructure would be from mobile cellular telephone subscriptions. If we consider only countries where exports are positively affected, this counterfactual exercise implies a change by 31.0% of national exports on average by African country. While this result is interesting it has to be considered with caution since the exact form of the relation between trade and mobile cellular telephone subscriptions is largely unknown.
{"title":"Why is African Trade so Limited?","authors":"N. Bao, Antoine Bouët","doi":"10.25073/2588-1108/vnueab.4766","DOIUrl":"https://doi.org/10.25073/2588-1108/vnueab.4766","url":null,"abstract":"This paper studies the determinants of the low participation of African countries to international trade. We point out the under-trading status of Africa, then we estimate a gravity equation in order to identify the determinants of trade in general. As we characterize the level of these explanatory variables in Africa as compared to the rest of the world, we identify the main variables behind the low participation of Africa to trade in general. Usual gravity factors play an important role, but we show that non-tariff measures and the quality of infrastructure and institutions are important. Import duties does not significantly impede African exports. We test the impact on African countries’ exports of a counterfactual scenario where infrastructure and institution variables in African countries are changed to the world average and conclude that the most important leverage effect to be expected from investment in infrastructure would be from mobile cellular telephone subscriptions. If we consider only countries where exports are positively affected, this counterfactual exercise implies a change by 31.0% of national exports on average by African country. While this result is interesting it has to be considered with caution since the exact form of the relation between trade and mobile cellular telephone subscriptions is largely unknown.","PeriodicalId":270329,"journal":{"name":"VNU JOURNAL OF ECONOMICS AND BUSINESS","volume":"159 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115219393","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-25DOI: 10.25073/2588-1108/vnueab.4719
Nguyen Thi Thanh Dan, N. Chuong
The study of digital transformation that leads to the implementation of the digital economy is a matter of special concern for businesses around the world. This study systematizes the theoretical basis of digital transformation in manufacturing enterprises and on that basis analyzes the current status and readiness for digital transformation of electrical equipment manufacturers in Hanoi. The analysis results show that electrical equipment manufacturing enterprises in Hanoi are at the beginning of digital transformation. Overall, companies show the highest levels of digital readiness in forward and backward linkages. The study also provides recommendations for businesses in the process of implementing digital transformation and recommendations on the state's macro policies in creating favorable conditions for businesses to successfully implement digital transformation in the future.
{"title":"Digital Transformation Readiness of Electrical Equipment Manufacturing Enterprises in Hanoi","authors":"Nguyen Thi Thanh Dan, N. Chuong","doi":"10.25073/2588-1108/vnueab.4719","DOIUrl":"https://doi.org/10.25073/2588-1108/vnueab.4719","url":null,"abstract":"The study of digital transformation that leads to the implementation of the digital economy is a matter of special concern for businesses around the world. This study systematizes the theoretical basis of digital transformation in manufacturing enterprises and on that basis analyzes the current status and readiness for digital transformation of electrical equipment manufacturers in Hanoi. The analysis results show that electrical equipment manufacturing enterprises in Hanoi are at the beginning of digital transformation. Overall, companies show the highest levels of digital readiness in forward and backward linkages. The study also provides recommendations for businesses in the process of implementing digital transformation and recommendations on the state's macro policies in creating favorable conditions for businesses to successfully implement digital transformation in the future.","PeriodicalId":270329,"journal":{"name":"VNU JOURNAL OF ECONOMICS AND BUSINESS","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131411976","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-25DOI: 10.25073/2588-1108/vnueab.4748
Nguyen Van Chien
Climate change is one of the biggest challenges in our times. Climate change is happening such as rising in temperatures and sea level, drought, the destruction of the ozon layer. Climate change is consistent with a higher level of carbon dioxide that negatively affects human health and the economy. To mitigate the climate change, countries must reduce the emissions linked to the human activities in order to protect the earth safe as well as maintain economic growth in the context of sustainable development. In this case, renewable energy consumption is one of the most effective tools in the form of fighting against climate change. The purpose of the study is to evaluate the impact of financial development on renewable energy consumption in six Southeast Asian countries (i.e. Vietnam, Indonesia, Malaysia, Thailand, and the Philippines) and three East Asian countries (i.e. China, Korea, and Japan). Using the generalized least squares method, the research results confirm that financial development has a negative impact on renewable energy consumption. The research results also find negative effects of inflation and urbanization rates on renewable energy use. Finally, economic growth and lending rates have no impact on renewable energy in the East and Southeast Asian countries.
{"title":"Financial Development and Renewable Energy Consumption - Empirical Evidence in Southeast and East Asian Countries","authors":"Nguyen Van Chien","doi":"10.25073/2588-1108/vnueab.4748","DOIUrl":"https://doi.org/10.25073/2588-1108/vnueab.4748","url":null,"abstract":"Climate change is one of the biggest challenges in our times. Climate change is happening such as rising in temperatures and sea level, drought, the destruction of the ozon layer. Climate change is consistent with a higher level of carbon dioxide that negatively affects human health and the economy. To mitigate the climate change, countries must reduce the emissions linked to the human activities in order to protect the earth safe as well as maintain economic growth in the context of sustainable development. In this case, renewable energy consumption is one of the most effective tools in the form of fighting against climate change. The purpose of the study is to evaluate the impact of financial development on renewable energy consumption in six Southeast Asian countries (i.e. Vietnam, Indonesia, Malaysia, Thailand, and the Philippines) and three East Asian countries (i.e. China, Korea, and Japan). Using the generalized least squares method, the research results confirm that financial development has a negative impact on renewable energy consumption. The research results also find negative effects of inflation and urbanization rates on renewable energy use. Finally, economic growth and lending rates have no impact on renewable energy in the East and Southeast Asian countries.","PeriodicalId":270329,"journal":{"name":"VNU JOURNAL OF ECONOMICS AND BUSINESS","volume":"86 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116083738","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-25DOI: 10.25073/2588-1108/vnueab.4644
Nguyen Ngoc Anh, Dinh Thi My Huong
This research aims to analyse the effect of human resource management on innovation and creativity at Vietnam Electricity Corporation. Data from 765 questionnaires from Vietnam Electricity Corporation were processed through SPSS software and AMOS 21, then descriptive statistics, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), SEM analysis and a Bootstrap test were performed. The result shows that the factors of human resource management that affect innovation at EVN include: Recruitment of employees and training and development and performance appraisal. Of these, training and development is the factor that has the strongest impact on innovation and creativity at EVN. At the same time, the research also proposes some policy implications for managers at Vietnam Electricity Corporation to promote the activity of human resource management and innovation to enhance the efficiency of the corporation’s operation.
{"title":"Research on the Effect of Human Resource Management on Innovation at Vietnam Electricity Corporation","authors":"Nguyen Ngoc Anh, Dinh Thi My Huong","doi":"10.25073/2588-1108/vnueab.4644","DOIUrl":"https://doi.org/10.25073/2588-1108/vnueab.4644","url":null,"abstract":"This research aims to analyse the effect of human resource management on innovation and creativity at Vietnam Electricity Corporation. Data from 765 questionnaires from Vietnam Electricity Corporation were processed through SPSS software and AMOS 21, then descriptive statistics, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), SEM analysis and a Bootstrap test were performed. The result shows that the factors of human resource management that affect innovation at EVN include: Recruitment of employees and training and development and performance appraisal. Of these, training and development is the factor that has the strongest impact on innovation and creativity at EVN. At the same time, the research also proposes some policy implications for managers at Vietnam Electricity Corporation to promote the activity of human resource management and innovation to enhance the efficiency of the corporation’s operation.","PeriodicalId":270329,"journal":{"name":"VNU JOURNAL OF ECONOMICS AND BUSINESS","volume":"55 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127396821","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-25DOI: 10.25073/2588-1108/vnueab.4676
Duong Thi Hoai Nhung, N. Ngan
The most important issue for online shopping providers is how to retain customer satisfaction. To survive and thrive, they must improve their service quality. This study aims at identifying factors that affect Lazada’s customer satisfaction on its e-service quality as a leading e-commerce market in Vietnam. Data was gathered from 220 customers who used Lazada to buy products. The model test indicates four factors that positively influence customer satisfaction in terms of e-service quality at Lazada including web design, security, fulfillment, and customer service. A number of managerial implications are proposed for Lazada and other online shopping providers to improve service quality.
{"title":"Impacts of E-service Quality on Customer Satisfaction: A Case Study of Lazada","authors":"Duong Thi Hoai Nhung, N. Ngan","doi":"10.25073/2588-1108/vnueab.4676","DOIUrl":"https://doi.org/10.25073/2588-1108/vnueab.4676","url":null,"abstract":"The most important issue for online shopping providers is how to retain customer satisfaction. To survive and thrive, they must improve their service quality. This study aims at identifying factors that affect Lazada’s customer satisfaction on its e-service quality as a leading e-commerce market in Vietnam. Data was gathered from 220 customers who used Lazada to buy products. The model test indicates four factors that positively influence customer satisfaction in terms of e-service quality at Lazada including web design, security, fulfillment, and customer service. A number of managerial implications are proposed for Lazada and other online shopping providers to improve service quality.","PeriodicalId":270329,"journal":{"name":"VNU JOURNAL OF ECONOMICS AND BUSINESS","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132184430","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-25DOI: 10.25073/2588-1108/vnueab.4708
Nguyen Phuong Tran Thao, Vũ Thị Thương, Nguyen Thi Hien
This paper aims to examine if firm characteristics had an impact on foreign investors’ decisions on buying and selling Vietnamese listed firms’ stocks between 2015 and 2019. Despite the vast majority of research in the same fields worldwide, answers to this question were not clear. Employing panel data estimation of 222 non-financial firms in the Vietnam stock market, the result of this study indicates that foreign investors have a strong preference for firms with high market capitalization, liquidity, and profitability, whereas they seem to be reluctant to invest in ones with high leverage and price to book values. However, we fail to find clear evidence of the impact of dividend yield on the number of shares bought or sold by foreign investors. Based on these results, this study proposes important policy implications to attract foreign investment in the stock market in Vietnam.
{"title":"Does Firm Characteristics Affect Foreign Investors’ Transactions? The Evidence from the Vietnam Stock Market","authors":"Nguyen Phuong Tran Thao, Vũ Thị Thương, Nguyen Thi Hien","doi":"10.25073/2588-1108/vnueab.4708","DOIUrl":"https://doi.org/10.25073/2588-1108/vnueab.4708","url":null,"abstract":"This paper aims to examine if firm characteristics had an impact on foreign investors’ decisions on buying and selling Vietnamese listed firms’ stocks between 2015 and 2019. Despite the vast majority of research in the same fields worldwide, answers to this question were not clear. Employing panel data estimation of 222 non-financial firms in the Vietnam stock market, the result of this study indicates that foreign investors have a strong preference for firms with high market capitalization, liquidity, and profitability, whereas they seem to be reluctant to invest in ones with high leverage and price to book values. However, we fail to find clear evidence of the impact of dividend yield on the number of shares bought or sold by foreign investors. Based on these results, this study proposes important policy implications to attract foreign investment in the stock market in Vietnam.","PeriodicalId":270329,"journal":{"name":"VNU JOURNAL OF ECONOMICS AND BUSINESS","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125503899","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-25DOI: 10.25073/2588-1108/vnueab.4752
Nguyen Dinh Toan
This research is to investigate the impact of event sponsorship on consumers’ brand loyalty through attitudes toward sponsoring brand and sponsored event. Structural equation modelling (SEM) was conducted to test hypotheses with the survey data of 282 Vietnamese youth who have ever watched and followed the Rap Viet 2020 event. The findings indicated that congruity between event image and sponsoring brand image, self-congruity with sponsoring brand image, and attitude towards sponsored event had a significant positive effect on attitude towards sponsoring brand. Attitude towards sponsoring brand, self-congruity with sponsoring brand image, and self-congruity with event image had a significant positive effect on brand loyalty. Congruity between event image and sponsoring brand image, self-congruity with sponsoring brand image, and self-congruity with event image had a significant positive effect on sponsored event attitude. The congruity between event image and sponsoring brand image, self-congruity with sponsoring brand image influence sponsoring brand loyalty by mediating the effects of event attitude and sponsoring brand attitude. Self-congruity with event image influenced sponsoring brand loyalty by mediating event attitude and sponsoring brand attitude. Based on the research’s empirical analysis, some implications were proposed to help sponsor and sponsee managers on how to improve the effectiveness of sponsorship activities.
{"title":"Event Sponsorship and Brand Loyalty: Mediating Role of Attitude Toward Sponsored Events and Sponsoring Brand","authors":"Nguyen Dinh Toan","doi":"10.25073/2588-1108/vnueab.4752","DOIUrl":"https://doi.org/10.25073/2588-1108/vnueab.4752","url":null,"abstract":"This research is to investigate the impact of event sponsorship on consumers’ brand loyalty through attitudes toward sponsoring brand and sponsored event. Structural equation modelling (SEM) was conducted to test hypotheses with the survey data of 282 Vietnamese youth who have ever watched and followed the Rap Viet 2020 event. The findings indicated that congruity between event image and sponsoring brand image, self-congruity with sponsoring brand image, and attitude towards sponsored event had a significant positive effect on attitude towards sponsoring brand. Attitude towards sponsoring brand, self-congruity with sponsoring brand image, and self-congruity with event image had a significant positive effect on brand loyalty. Congruity between event image and sponsoring brand image, self-congruity with sponsoring brand image, and self-congruity with event image had a significant positive effect on sponsored event attitude. The congruity between event image and sponsoring brand image, self-congruity with sponsoring brand image influence sponsoring brand loyalty by mediating the effects of event attitude and sponsoring brand attitude. Self-congruity with event image influenced sponsoring brand loyalty by mediating event attitude and sponsoring brand attitude. Based on the research’s empirical analysis, some implications were proposed to help sponsor and sponsee managers on how to improve the effectiveness of sponsorship activities. \u0000","PeriodicalId":270329,"journal":{"name":"VNU JOURNAL OF ECONOMICS AND BUSINESS","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127692338","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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