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Based on the resource-based view (RBV) and the signaling theory, this paper examines the effect of media reputation on financial performance as well as the moderating role of bank characteristics (risk management and financial capacities) in this relationship, using Vietnamese commercial bank data for the period 2007–2018.

We rely on the agenda-setting theory to measure the media reputation of banks. Return on average equity (ROE) is used as a proxy of financial performance. We regress financial performance on media reputation with fixed effects to control unobserved variables. In addition, the instrumental variable (IV) method is applied to deal with the endogeneity problem. We use the change in bank logo as an IV for media reputation.

We find that media reputation has a positive effect on financial performance. This effect becomes prominent for large banks, listed banks or banks that demonstrate good risk management capacities, and is particularly strong when we control for endogeneity bias. The effect of media reputation on financial performance is transmitted through the non-performing loan (NPL) channel.

The research findings further endorse the positive impact of media reputation on financial performance in the low-quality institutional settings. Moreover, these findings expand the existing knowledge regarding the relationship between media reputation and financial performance by affirming two strategies which could be used to leverage the contribution of media reputation including improving banks' risk management capacities and raising financial capital.

This is the first known paper to examine the effect of media reputation on financial performance in commercial banks in an underdeveloped institutional setting while exploring the moderators in this relationship. This study, therefore, provides insightful implications for different bank segments in managing NPL and taking advantage of media reputation as a potential resource of financial performance.

Modernization and the rise of living standards have introduced new variants of traditional foods, from their tastes to the way they are enjoyed. This study aims to explore and examine the impacts of both traditional and modern marketing stimuli on restaurant choice intention for experiencing culinary traditions, hence answering the question of how traditional and modern aspects live together to bring about the most desirable experience for customers of traditional cuisine.

Based on the stimuli-organism-response (S-O-R) theory and mixed research methods, a model linking service quality dimensions, perceived value and restaurant choice intention is formulated and tested on quantitative data from 431 customers of Gen Y and Gen Z, given the case of Vietnamese Pho.

The findings show that food quality demonstrates the strongest impact on restaurant choice intention, followed by authenticity and nostalgia marketing. These relationships are partially mediated by perceived value. Hygiene risks and perceived value are also found to directly affect restaurant choice intention. Nevertheless, our findings are quite different between Gen Y and Gen Z customers.

This research provides crucial strategic implications for restaurant managers when it comes to serving traditional foods for different generations.

This study responds to the existing gap by examining and comparing the impacts of traditional and modern marketing stimuli on restaurant choice intention through the mediating role of perceived value. Our study also actively contributes to the ongoing multigenerational research stream by affirming the moderation role of generations (Gen Y and Gen Z) in those relationships.

The purpose of this paper is to expand the Swiss Index of Customer Satisfaction (SWICS) model by investigating the role of customer dialogue in the interrelationships among customer satisfaction, customer trust, perceived value and customer loyalty upon Vietnam banking industry.

The conceptual framework was developed from both an exploratory research with focus group method and the literature. A structural equation model linking customer dialogue to customer satisfaction, customer trust, perceived value and loyalty is tested using data from a sample of 389 Vietnamese individual bank customers.

The results indicate the key role of customer dialogue in bank marketing since it not only has an independent impact on customer loyalty but also mediates the effect of customer satisfaction on loyalty completely and the relationship between customer trust and loyalty partially. Besides, the central role of customer trust was also highlighted since it mediates totally the effect of perceived value on both of customer dialogue and customer loyalty while explaining partially the path from customer satisfaction and customer dialogue.

First, regarding sample size, the authors have used suitable sampling methods with adequate sample representation. However, a larger sample size with more diverse age range and usage of various banking services may be more helpful and effective for the path analysis and managerial implication. Second, the authors have used only a limited set of measurement items due to the concerns of model parsimony and data collection efficiency. For example, perceived value can be measured upon more detailed dimensions, and yet the author focussed only on some selected measures based mainly on their relevance to the context studied.

The findings imply that building trust and engaging with customers better through communication are keys for Vietnamese commercial banks to gain more customer loyalty in such competitive conditions.

The study is noteworthy that it adds perceived value and customer trust in the SWICS model and investigates the interrelationships between all variables in a single model.

Upgrading in global value chains (GVCs) has become a crucial strategy for enhancing competitive advantage and attaining higher profitability, especially among firms in developing countries. Drawn from the sociological approach, this study treats GVC upgrading as an entrepreneurial act and examines factors affecting firms' intention to move up in their chains based on the theory of planned behavior. The authors also further test the moderating effects of firms' knowledge about rule of origin and governmental supports on the intention-behavior gap.

In-depth interviews with eight Vietnamese business managers were implemented to support the development of hypotheses and measurement scales. Afterwards, the authors conducted a survey on decision-makers of 402 Vietnamese firms which currently have export-import activities to collect quantitative data for testing the hypothesized relationships.

The empirical results indicate that both attitudes, behavioral control and social norms have significant positive impacts on the intention to upgrade in GVCs. In turn, such intention could further activate actual behaviors to move up in their chains. However, those who have better knowledge about rule of origin and receive governmental supports either in terms of finance, credit or technology have a higher probability of demonstrating actual behavior to upgrade in GVCs once their intentions are formed than those who do not.

This research provides valuable implications for policymakers in accelerating firms' actions to upgrade within their chains, hence, actively enhancing not only organizational performance but also significantly contributes to the national economic development.

While most of the previous studies examine the preconditions for firms to participate and upgrade in their GVCs, there is limited attention on determinants of firms' own intention and actual behavior to upgrade in their chains once they have participated in the GVC. Specifically, this research not only contributes to the existing knowledge regarding factors affecting firms' intention to upgrade in their chains but also closes the gap between the intention and the actual GVC upgrading behavior.

This paper seeks to revisit the interrelationship among tourists’ perceived value of the destination, tourist satisfaction and destination loyalty in the heritage tourism site of Hoi An. In addition, the moderating role of tourists’ perceived crowding, which has become remarkably common at the site, in such a triangle relationship will also be explored. In other words, this study aims to validate an extended model of perceived value – tourist satisfaction – destination loyalty – perceived crowding.

The study collects data from 403 tourists who visited Hoi An during peak season through an online questionnaire. The data were later analysed using AMOS and Warp partial least squares.

The results validate the significant and positive correlation among perceived value, customer satisfaction and destination loyalty. Also, perceived crowding was confirmed to affect the relationship among these three variables negatively. In terms of academic contributions, this paper empirically proved that low levels of tourist satisfaction and destination loyalty among tourists who highly value their visiting experience at World Heritage Sites (WHS) can be caused by perceived crowding.

So far, current literature has investigated the direct (either positive or negative) relationship between perceived crowding and post-visit behaviours of tourists (Nie et al., 2022; Papadopoulou, Ribeiro, & Prayag, 2023; Stemmer, Gjerald, & Øgaard, 2022). Broadening this area of research, the authors of this paper used the social interference theory and the stimulus-overload theory to explain the low level of tourist satisfaction and destination loyalty among tourists who highly value their visiting experience at WHS.

This paper aims to examine the factors affecting travelers’ decision to select more than one destination in their trips. Drawn from the rational choice theory, this study posits that the selection of multi-destination tours, as a rational choice, is determined by the travelers’ perception of costs and benefits associated with that choice.

The conceptual model was developed from both an exploratory research with in-depth interview and the literature. A logistic regression model linking four explanatory variables representing perceived benefits and costs of multi-destination option with travelers’ choice of multi-destination trips. The conceptual model is controlled for diversity of travel purposes; tour group size; type of travel arrangement and travelers’ demographic characteristics while the research context of multi-destination travel within Phu Yen – Dak Lak – Gia Lai – Binh Dinh helps control for the characteristics of the destination set (spatial proximity and traffic convenience). The conceptual model was tested based on data collected from 1,361 Vietnamese travelers who have ever visited at least one of the four provinces.

This study finds that perceived benefits in terms of diversifying tourism experiences and perceived costs of traveling in multiple places compared to taking single trips represent the most significant drivers for tourists’ selection of multi-destination tours. In addition, the diversity of travel purposes and tour group size have a positive and significant impact on the demand for traveling more than one destination in a trip. Moreover, the richer, older and married travelers have a significantly higher tendency to select multi-destination packages.

The research findings provide important strategic implications for promoting multi-destination trips, thereby, maximizing economic benefits from tourism.

While multi-destination travel patterns have been examined empirically in individual studies sporadically without a common theoretical background, this research makes some progress on this front by using the rational choice theory to connect the relative contributions of those factors to the travelers’ choice of multi-destination trips. Specifically, this study provides a new perspective in explaining the selection of multi-destination trips – from tourists’ perceptions about costs and benefits associated with that choice.

This research provides a new perspective in explaining cardholders' willingness to use debit cards instead of cash by applying the transaction costs economic theory. This study also expands the adaptation of transaction cost economics theory in explaining consumer behaviour by investigating the moderating effects of income and education level on the relationship between perceived transaction costs and willingness to use debit cards.

The conceptual framework was developed primarily from the transaction cost economics theory. An in-depth interview method was employed to further support hypothesis development and the development of measurement scales. A structural equation model linking asset specificity, behavioural uncertainty, environmental uncertainty, frequency of payment, perceived monitoring costs, perceived adaptation costs and willingness to use debit cards was tested using data from a sample of 384 Vietnamese debit card holders.

This study's results support the transaction cost economics theory that asset specificity, uncertainty and frequency of payment all positively contribute to the perceived transaction costs associated with debit card usage. However, only environmental uncertainty and perceived adaptation costs have significant negative impact on willingness to use debit cards, with the relationship between environmental uncertainty and willingness to use debit cards being totally mediated by perceived adaptation costs. Moreover, the relationship between perceived adaptation costs and willingness to use debit cards becomes less negative among richer and better-educated cardholders.

The research provides insights into the hidden obstacles for developing cashless economies, thereby supporting policy makers in designing more effective and comprehensive strategies to make debit cards more widely used as a true substitute for cash.

This study provides a new lens in explaining customer willingness to use debit cards, while expanding the transaction costs economics theory by incorporating demographic factors as moderators in the relationship between transaction costs and the card-or-cash choice.

This paper aims to investigate “corporate governance” of the English East India Company (EIC) in the late 17th century through a case study of the Tonkin factory (1672–1697).

The paper draws upon British primary materials relating to the Tonkin factory to examine and analyze the EIC’s style of management in Tonkin (Vietnam) and Bantam (Java). Qualitative and comparative methods are applied to the analysis of reports, records and letters written by EIC staff.

The paper finds that the EIC faced principal-agent problems as it had difficulties administering its distant agents and subsidiaries in the 17th century. London was strategically weakened, both by the limiting power of regional headquarters and by its use of experienced factors. Before 1682, London failed to temper the Bantam Council’s influence, and there were serious internal conflicts and power struggles between English Tonkin employees seeking to improve their positions. After 1686, London successfully forced Madras to adopt a noninterventionist stance in Tonkin’s business, but it faced the problem of “adverse selection.”

This paper provides evidence from the Tonkin factory (1672–1697) to show the EIC’s governance in the perspective of the agency theory.

The paper aims to examine the impact of tighter banking regulation on banks’ loan loss provisioning in an emerging market context.

The authors exploit the adoption of the Basel II Accord in Vietnam as a quasi-natural experiment and use Difference-to-Difference (DiD) method to examine the impact of tighter banking regulation on Vietnamese banks’ provisioning during the period of 2010–2019.

The paper finds that affected banks (i.e. those taking part in the pilot adoption programme) manage to reduce their provisions significantly compared to their control peers in the post-adoption period. More importantly, this paper further finds that the affected banks manage their provisions primarily for incomes smoothing and signalling. This paper also finds that those banks expand their lending significantly and experience an increase in financial performance in the post-adoption period. Overall, the results provide supports for the “borrowing from the future” proposition that banks may perceive that a tighter banking regulation provides them with growth opportunities, so they have the tendency to manipulate their provisions to facilitate their current income.

This paper contributes to the established literature on the manipulation of bank provisioning as well as the impact of banking regulation, and especially Basel II on bank economic decisions. As compared to prior literature, the adoption of Basel II in Vietnam provided an ideal shock for us to conduct a DiD design to estimate the causal impact of tighter banking regulation on banks’ provisioning practices.

This study aims to investigate the cognitive factors and e-social interactions that influence the green purchase intention of Vietnamese consumers.

This study conducted the survey with 453 samples of young consumers in Vietnam, using the partial least squares structural equation modeling approach to evaluate the measurement quality to deal with research objectives.

The findings of this study demonstrate that cognitive factors positively impact green purchase intentions in Vietnam. Moreover, the analysis revealed that the attitude variable played a mediating role in this model, whereas the social norms factor did not.

This study presents several valuable findings on the green purchase intentions of young Vietnamese consumers. Therefore, the results can potentially advance and strengthen green purchasing theories in the Vietnamese market. Moreover, the recommendations indicate that cognitive factors and e-social interactions are crucial in shaping green purchasing intentions among Vietnamese consumers. Thus, it is suggested that the firms in the Vietnamese market focus on green marketing based on leveraging these factors.

This work provides a valuable contribution to the knowledge related to cognitive and e-social interactions among young Vietnamese consumers. It demonstrates the significant impact of these elements on green purchase intentions through e-commerce.