This study examines the key factors influencing digital transformation within Vietnam’s banking sector. To achieve this objective, the authors employ a quantitative approach that integrates Structural Equation Modeling (SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) to analyze data collected from 450 banking employees across Vietnam. The findings reveal that factors such as technological infrastructure, leadership capability, employee competency, digital transformation strategy, and digital pressure significantly enhance a bank’s digital transformation capability (DTC), which in turn strongly predicts the overall level of digital transformation (LDT). However, factors such as risk management, financial capacity, organizational culture, and government support showed limited or negative influence. Furthermore, the study extends the linear findings by identifying multiple causal configurations that lead to a high level of digital transformation capability (DTC), highlighting the critical roles of strategic flexibility and internal readiness. The findings offer practical implications for banking executives and policymakers while advancing theoretical development of digital transformation through an integrated, context-specific model tailored to emerging markets.
The study addresses the asymmetry in existing branding literature, which predominantly focuses on the positive outcomes of favorable consumer-brand relationships. It explores the consequences of negative brand assessments. This study identifies the key antecedents of brand avoidance and develops a validated scale to assess brand health. The research employs a mixed-methods approach, combining qualitative and quantitative methods, and collects data from millennial respondents using purposive sampling. As a result, we developed a brand avoidance scale and tested it for its reliability and validity. The study identifies five antecedents of brand avoidance: experiential, moral, deficit-value, identity, and oppositional brand-loyalty-based avoidance. The brand avoidance scale is quantitatively tested among millennials regarding their non-buying intention towards smartphones, which nomologically supports a positive relationship. This research contributes to the branding literature by providing a more balanced scale that incorporates both positive and negative outcomes. It is a practical tool for brand managers to assess and address their brand's health, particularly amid growing brand avoidance. The study is confined to millennials and their non-buying intentions towards smartphones. Future research could expand the application of the brand avoidance scale to other demographic groups and product categories. Brand managers may use this brand avoidance scale to evaluate and address the health of their brands, helping them understand and mitigate consumer brand avoidance behavior. This scale may help identify and address the negative perceptions that lead to brand avoidance.
Research on social media marketing for luxury brands is crucial, as it enables market expansion into new geographic markets, emphasizes digital platforms, redefines luxury, and shifts the research focus from Western perspectives to others. This study reviews articles published from 2010 to 2024 in Scopus, Web of Science, and EBSCO, applying defined inclusion and exclusion criteria, and analyzes 58 articles (n = 58). The research identifies four main themes: social media marketing drivers, consumer segmentation, content strategy, and influencer marketing. Social media marketing drivers encompass attributes such as entertainment, interactivity, trendiness, customization, and word of mouth, as well as perceptions of luxury brand values, particularly psychological distance. Consumer segmentation focuses on the psychological motivation behind consumer engagement with luxury brands on social media. Content strategy investigates the types of messages (text or visual) and their sources (firm- or user-generated). Influencer marketing examines influencer characteristics grounded in source credibility theory, as well as types such as robot, local, or disability influencers. These themes are explored through Western, Asian, general, and diverse perspectives, with research tailored to each. A proposed holistic conceptual research model is presented, offering insights for future studies informed by prior research on social media marketing for luxury brands.
Despite the growing awareness of quiet quitting, empirical research on how leadership styles mitigate it remains limited. Specifically, there is a substantial lack of research on the mechanisms through which authentic leadership influences quiet quitting, particularly from the perspective of organizational citizenship behavior. This study investigates how authentic leadership (AL) influences quiet quitting (QQ) through the mediating role of organizational citizenship behavior (OCB). The study employed a quantitative cross-sectional design. Survey data was collected from 211 employees across various sectors in the United Arab Emirates (UAE). The results indicated a negative association of AL with QQ behavior, whereas a positive effect on OCB. Furthermore, the findings suggest that OCB plays a full mediating role in the relationship between AL and QQ. This study integrates the literature on organizational behavior, employee engagement, and leadership theory to propose a novel theoretical framework based on Herzberg's dual-factor theory and Social Exchange Theory (SET). The findings have significant implications for promoting favorable employee attitudes and mitigating the risks of QQ tendencies. It also provides helpful guidance for developing tools and metrics to evaluate AL, QQ, and OCB.
