ĐẠO ĐỨC THƯƠNG HIỆU VÀ HÀNH VI ĐỒNG SÁNG TẠO GIÁ TRỊ CỦA KHÁCH HÀNG: NGHIÊN CỨU SẢN PHẨM ĐIỆN TỬ GIA DỤNG TẠI HÀ NỘI

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Tác giả: Văn Quang Ngô, Duy Chức Nguyễn, Hồng Nhung Phạm, Việt Dũng Phạm

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Khoa học & Công nghệ - Trường Đại học Công nghiệp Hà Nội, 2022

Mô tả vật lý: tr.143

Bộ sưu tập: Metadata

ID: 337997

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Brand which is an intangible asset of the firms, plays an important role in the purchase behaviordicision of consumer. So that issue of brand/ branding has received the attention of many scholarsand practioners in recent years. In which, ethical branding is emerging as among the most importanttopics. This research examines the effects of ethical branding in stimulating the value co-creationbehavior of consumers. The current research also attempts to analyze the mediating role ofconsumers’ brand trust and brand emotion in the relationship between the perception of ethicalbranding and brand co-creation behavior of consumers. This is a new research topic in Vietnam aswell as in the world, we applies both qualitative and quantitative method to have a morecomprehensive understanding. To test the hypothesis, we collect the data from 150 consumer whohave purchased the household electronic products in Hanoi by a questionnaire survey. The data wasanalyzed by applying PLS - SEM approach through SmartPLS software. The results showed thatethical branding has direct effect on a consumers’ brand value co-creation behavior. In addition, theevidence confirms the mediating effects of brand trust and brand emotion of consumer in thisrelationship.Thương hiệu là một loại tài sản vô hình của doanh nghiệp, có vai trò quan trọng trong việc quyếtđịnh hành vi mua của khách hàng nên nhận được sự quan tâm của nhiều học giả và nhà quản trịtrong thời gian qua. Nghiên cứu này xem xét một khía cạnh đạo đức thương hiệu ảnh hưởng tới hànhvi đồng sáng tạo giá trị của khách hàng. Nghiên cứu cũng xem xét làm rõ vai trò trung gian của niềmtin và cảm xúc với thương hiệu của khách hàng trong mối quan hệ giữa nhận thức về đạo đức thươnghiệu và hành vi đồng sáng tạo thương hiệu của khách hàng. Đây là chủ đề còn khá mới tại Việt Namcũng như trên thế giới cho nên phương pháp được sử dụng là kết hợp giữa định tính và định lượng. Sốliệu được thu thập từ 150 khách hàng tại Hà Nội và được xử lý thông qua phần mềm SmartPLS.Nghiên cứu chỉ ra rằng đạo đức thương hiệu có tác động trực tiếp tới hành vi đồng sáng tạo giá trịthương hiệu của khách hàng. Bên cạnh đó, các dữ liệu khẳng định vai trò trung gian một phần củacủa biến niềm tin và cảm xúc với thương hiệu.

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