The Role of Employees in Organizational Branding: Case Study of Vietnamese Commercial Banking System

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.