IDEAS home Printed from https://ideas.repec.org/a/gam/jadmsc/v11y2021i4p128-d675194.html
   My bibliography  Save this article

Explicating Brand Equity in the Information Technology Sector in Vietnam

Author

Listed:
  • Hien Thi Ngoc Huynh

    (The School of Business, International University, Vietnam National University–HCMC, Ho Chi Minh City 700000, Vietnam)

  • Hoa Doan Xuan Trieu

    (Center for Public Administration, International University, Vietnam National University–HCMC, Ho Chi Minh City 700000, Vietnam)

  • Phuong Van Nguyen

    (Center for Public Administration, International University, Vietnam National University–HCMC, Ho Chi Minh City 700000, Vietnam)

  • Tue Gia Tran

    (The School of Business, International University, Vietnam National University–HCMC, Ho Chi Minh City 700000, Vietnam)

  • Long Nguyen Hai Lam

    (The School of Business, International University, Vietnam National University–HCMC, Ho Chi Minh City 700000, Vietnam
    Quang Trung Software City, Ho Chi Minh City 700000, Vietnam)

Abstract

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.

Suggested Citation

  • Hien Thi Ngoc Huynh & Hoa Doan Xuan Trieu & Phuong Van Nguyen & Tue Gia Tran & Long Nguyen Hai Lam, 2021. "Explicating Brand Equity in the Information Technology Sector in Vietnam," Administrative Sciences, MDPI, vol. 11(4), pages 1-25, November.
    • Handle: RePEc:gam:jadmsc:v:11:y:2021:i:4:p:128-:d:675194
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2076-3387/11/4/128/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2076-3387/11/4/128/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mahabubur Rahman & M. Ángeles Rodríguez-Serrano & Mary Lambkin, 2018. "Brand management efficiency and firm value: An integrated resource based and signalling theory perspective," Post-Print hal-01992555, HAL.
    2. Stéphane J. G. Girod & Richard Whittington, 2017. "Reconfiguration, restructuring and firm performance: Dynamic capabilities and environmental dynamism," Strategic Management Journal, Wiley Blackwell, vol. 38(5), pages 1121-1133, May.
    3. Neil A. Morgan & Douglas W. Vorhies & Charlotte H. Mason, 2009. "Market orientation, marketing capabilities, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(8), pages 909-920, August.
    4. Raphael Odoom & Priscilla Mensah, 2018. "Brand orientation and brand performance in SMEs," Management Research Review, Emerald Group Publishing Limited, vol. 42(1), pages 155-171, September.
    5. Kelley, Donna J. & Peters, Lois & O'Connor, Gina Colarelli, 2009. "Intra-organizational networking for innovation-based corporate entrepreneurship," Journal of Business Venturing, Elsevier, vol. 24(3), pages 221-235, May.
    6. Kuo, Szu-Yu & Lin, Pei-Chun & Lu, Chin-Shan, 2017. "The effects of dynamic capabilities, service capabilities, competitive advantage, and organizational performance in container shipping," Transportation Research Part A: Policy and Practice, Elsevier, vol. 95(C), pages 356-371.
    7. Baumgarth, Carsten & Binckebanck, Lars, 2010. "Sales force impact on B-to-B brand equity: Conceptual framework and empirical test," Arbeitspapiere der Nordakademie 2010-07, Nordakademie - Hochschule der Wirtschaft.
    8. Kim, Jaehoon & Kim, Sangsin, 2015. "2012년 국회법 개정의 효과 연구 [A Study on the Effect of the 2012 National Assembly Act Amendment]," KDI Research Monographs, Korea Development Institute (KDI), volume 127, number v:2015-03(k):y:2015:p:1-1.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Achi, Awele & Adeola, Ogechi & Achi, Francis Chukwuedo, 2022. "CSR and green process innovation as antecedents of micro, small, and medium enterprise performance: Moderating role of perceived environmental volatility," Journal of Business Research, Elsevier, vol. 139(C), pages 771-781.
    2. Gligor, David & Gligor, Nichole & Maloni, Michael, 2019. "The impact of the supplier's market orientation on the customer market orientation-performance relationship," International Journal of Production Economics, Elsevier, vol. 216(C), pages 81-93.
    3. Wann Yih Wu & Phuoc Thien Nguyen, 2019. "The Antecedents Of Dynamic Service Innovation Capabilities: The Moderating Roles Of Market Dynamism And Market Orientation," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 23(07), pages 1-30, October.
    4. Terence J. V. Saldanha & Dongwon Lee & Sunil Mithas, 2020. "Aligning Information Technology and Business: The Differential Effects of Alignment During Investment Planning, Delivery, and Change," Information Systems Research, INFORMS, vol. 31(4), pages 1260-1281, December.
    5. Soniewicki Marcin, 2022. "Is the Importance of Market Orientation Growing? A Study of High-Tech Manufacturing Companies," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(4), pages 150-174, November.
    6. Balmer, John M.T. & Podnar, Klement, 2021. "Corporate brand orientation: Identity, internal images, and corporate identification matters," Journal of Business Research, Elsevier, vol. 134(C), pages 729-737.
    7. Zhang, Yucheng & Hou, Zhongwei & Yang, Feifei & Yang, Miles M. & Wang, Zhiling, 2021. "Discovering the evolution of resource-based theory: Science mapping based on bibliometric analysis," Journal of Business Research, Elsevier, vol. 137(C), pages 500-516.
    8. S. Arunachalam & Sridhar N. Ramaswami & Pol Herrmann & Doug Walker, 2018. "Innovation pathway to profitability: the role of entrepreneurial orientation and marketing capabilities," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 744-766, July.
    9. Van Wijk, Raymond & Nadolska, Anna, 2020. "Making more of alliance portfolios: The role of alliance portfolio coordination," European Management Journal, Elsevier, vol. 38(3), pages 388-399.
    10. Ting Chi & Olabisi Adesanya & Hang Liu & Rebecca Anderson & Zihui Zhao, 2023. "Renting than Buying Apparel: U.S. Consumer Collaborative Consumption for Sustainability," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    11. Bomi Nomlala, 2021. "Financial Socialisation of Accounting Students in South Africa," International Journal of Finance & Banking Studies, Center for the Strategic Studies in Business and Finance, vol. 10(2), pages 01-15, April.
    12. Anita Ciunova-Shuleska & Christian Nedu Osakwe & Nikolina Palamidovska-Sterjadovska, 2016. "Complementary impact of capabilities and brand orientation on SMBs performance," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 17(6), pages 1270-1285, November.
    13. Sophie Hooge & Cédric Dalmasso & Frédéric Garcias, 2018. "Is Intrapreneurship Scalable? The Challenge Of Managing A Massive Internal Startup Call," Post-Print hal-01843048, HAL.
    14. Ana Labella-Fernández & M. Mar Serrano-Arcos & Belén Payán-Sánchez, 2021. "Firm Growth as a Driver of Sustainable Product Innovation: Mediation and Moderation Analysis. Evidence from Manufacturing Firms," IJERPH, MDPI, vol. 18(5), pages 1-22, March.
    15. Jonathan Knuckey & Myunghee Kim, 2020. "The Politics of White Racial Identity and Vote Choice in the 2018 Midterm Elections," Social Science Quarterly, Southwestern Social Science Association, vol. 101(4), pages 1584-1599, July.
    16. Min Kwan Baek & Young Saing Kim & Eun Young Kim & Ae Jin Kim & Won-Jun Choi, 2016. "Health-Related Quality of Life in Korean Adults with Hearing Impairment: The Korea National Health and Nutrition Examination Survey 2010 to 2012," PLOS ONE, Public Library of Science, vol. 11(10), pages 1-10, October.
    17. Skarmeas, Dionysis & Lisboa, Ana & Saridakis, Charalampos, 2016. "Export performance as a function of market learning capabilities and intrapreneurship: SEM and FsQCA findings," Journal of Business Research, Elsevier, vol. 69(11), pages 5342-5347.
    18. Nicole A. Cunningham, 2015. "Photothermal Therapy as an Alternative Treatment for the Clinical Management of Cancer," International Journal of Sciences, Office ijSciences, vol. 4(11), pages 30-32, November.
    19. Niki Koutrou & Athanasios (Sakis) Pappous & Anna Johnson, 2016. "Post-Event Volunteering Legacy: Did the London 2012 Games Induce a Sustainable Volunteer Engagement?," Sustainability, MDPI, vol. 8(12), pages 1-12, November.
    20. Faiz Muhammad Khuwaja & Waheed Ali Umrani & Sanober Salman Shaikh & Ammar Ahmed & Sanaullah Shar, 2019. "University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities," SAGE Open, , vol. 9(2), pages 21582440198, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jadmsc:v:11:y:2021:i:4:p:128-:d:675194. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.