Explicating Brand Equity in the Information Technology Sector in Vietnam

Hien Thi Ngoc Huynh, Hoa Doan Xuan Trieu, Phuong Van Nguyen, Tue Gia Tran and Long Nguyen Hai Lam
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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

Administrative Sciences, 2021, vol. 11, issue 4, 1-25

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.

Keywords: brand equity; innovation capability; dynamic capability, networking capability; IT industry (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2021
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