Please use this identifier to cite or link to this item: https://dspace.ctu.edu.vn/jspui/handle/123456789/39578
Title: The Role of Employees in Organizational Branding: Case Study of Vietnamese Commercial Banking System
Authors: Trần, Thanh Thảo
Nguyen, Quoc Nghi
Keywords: Role
Behavior
Brand support
Employees
Commercial bank
Issue Date: 2019
Series/Report no.: International Journal of Scientific and Education Research;Vol. 3, No. 03 .- P.67-77
Abstract: Employees play an important role in the process of building and developing the organization’s brand, contributing to improving the brand value and competitiveness of the organization. Applying the Structure Equation Modelling (SEM), this research has proven that organizational culture, internal brand and work motivation positively impact on the brand supporting behavior of employees in the Vietnamese commercial banking system. Therefore, the study proposes some administrative implications in order to enhance the role of employees in the building and developing the organizational brand process.
URI: https://dspace.ctu.edu.vn/jspui/handle/123456789/39578
Appears in Collections:Tạp chí quốc tế

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