Differences Between Employee Groups by Demographic Characteristics

Hypothesis H 6 : THNB positively affects employee's CKTH

Through the impact on KTTH, VTRR and CKTH, THNB will have a positive impact on EBBE. The relationship between THNB and EBBE is mentioned in the research of Punjaisri et al. (2009), Nguyen Thanh Trung (2015) and there is a positive relationship between the two variables in the studies. This is explained by the theory of MKTNB, signaling theory. Therefore, the study puts forward the research hypothesis that there is a positive relationship between the two factors in the study.

Hypothesis H 7 : THNB positively affects EBBE of Vietnamese commercial banks.

2.4.1.5 Corporate culture

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Corporate culture is a factor that significantly affects employees in an organization. Researchers around the world and in Vietnam, through empirical studies, have shown that there is a relationship between corporate culture and employee brand commitment. These studies were conducted in enterprises in different fields and in different countries. According to Thompson and Luthans (1990), an organization with a positive corporate culture will help employees cooperate with each other and increase their commitment to the organization, thereby improving the effectiveness of the organization. Research on corporate culture in Japan by Shinichi Hirota and colleagues (2007) shows that developing corporate culture helps members increase the level of work completion, thereby helping Japanese companies improve their competitiveness in the market.

Adewale and Anthonia (2013) have synthesized many studies showing the relationship between corporate culture and human resource development of enterprises. Through the construction and development of corporate culture, human resources in the organization are facilitated to develop their professional skills and behaviors. Halliburton and Bach (2012) believe that corporate culture in communication and motivation, leading to an impact on employee behavior. Carr et al. (2003) show that corporate culture has a direct relationship with employee motivation, training and development, employee satisfaction, etc. When corporate culture is well developed, it will help employees understand their tasks, jobs as well as have a more complete awareness of their role in the enterprise. In other words, corporate culture will have a positive impact on the VTRR factor, helping employees perform better (King and Grace, 2010).

Hypothesis H 8 : Corporate culture positively affects employee performance

Corporate culture is considered the soul of the brand, a positive factor promoting brand development. In fact, no strong brand does not have a solid corporate culture foundation. For any enterprise, the spirit, motivation, and working style of employees must be nurtured in a corporate culture environment. At the same time, the meaning of the brand must be spread into corporate culture to create emotional added value for the brand at all points of contact with customers. King and Grace (2009) believe that brand knowledge from the employee perspective is difficult to determine and explain because each employee has different experiences, intuitions, and judgments. Employees must understand the identity and brand vision of the enterprise in order to be able to implement and convey the message of the enterprise to customers. Therefore, to master the corporate brand, and at the same time convey the brand and corporate culture to customers, employees need to cultivate and master brand knowledge.

Hypothesis H 9 : Corporate culture positively affects employee performance.

Some basic contents of brand commitment for employees in the research of O'Reilly & Chatman, 1986 and Garbarino & Johnson, 1999 such as personal identification with the organization, psychological attachment, loyalty and concern for future welfare. Research by King and Grace (2010) shows that brand commitment has a positive effect on employee satisfaction and employee commitment to the organization (Ambler, 2003; Hansen at el, 2003).

Corporate culture is the cultural value created and developed throughout the development process of a business, governing the emotions, thinking and behavior of all members of the business in pursuing and implementing the common goals of the business. On that basis, corporate culture creates an important foundation for employee attachment and loyalty to the business.

Hypothesis H 10 : Corporate culture positively affects employee performance

According to Karmark (2005), corporate culture helps employees better understand the brand, thereby helping to fulfill the brand promises to customers. Punjaisri and Wilson (2007) argue that corporate culture is to ensure that the brand promise made by employees becomes a reality, the brand promise is a collection of customer expectations. Suharti and Dendy Suliyanto (2012) point out that corporate culture has a positive relationship

orientation to employee commitment to work. At the same time, corporate culture also makes employees more committed to the organization. Schebaum et al. (2010) also showed that corporate culture is an important factor affecting employee commitment to work. In Vietnam, studies by Tran Huu Ai and Nguyen Minh Duc (2015), Truong Hoang Lam and Do Thi Thanh Vinh (2012), Ha Nam Khanh Giao and Ho Thi Thu Trang (2016) all showed that corporate culture affects employee commitment to the organization. According to Nguyen Nam Hai (2019), corporate culture includes the following factors: (1) Teamwork orientation; (2) Focus on training and development; (3) Focus on rewards and recognition; (4) Encourage innovation and risk taking; (5) Encourage employee participation.

Hypothesis H 11 : Corporate culture positively affects EBBE of Vietnamese commercial banks Whether a brand is successful or not depends on the actions of the leader and all employees. Corporate culture is built by the product brand, but the product wants to have a good brand, it must be built by the staff of that enterprise. This is demonstrated through activities related to training, development as well as exchange, creating a mechanism to encourage innovation between leaders and employees, which is both a factor reflecting corporate culture and a content in THNB. Therefore, the research hypothesis is that there is a relationship between

positive relationship between corporate governance and capital adequacy in Vietnamese banks.

Hypothesis H 12 : Corporate social responsibility positively affects THNB.

2.4.1.6 Differences between employee groups according to demographic characteristics

Social cognitive theory has shown that human behavior is greatly influenced by personal characteristics such as gender, education level, income, etc. Different personal characteristics can lead to different behaviors. This will affect the relationship between factors in the model, so demographic characteristics often play the role of moderator variables in the research model. Hypothesis H 14 is put forward in the study that there is a difference in the relationship between factors on employee satisfaction between groups of employees with different demographic characteristics. In which, the demographic characteristics considered in the study include gender, education level, seniority, average monthly income. In addition, according to cognitive theory, the environment also

significantly affects individual behavior, so the study will assess whether there are differences between groups of employees working at commercial banks with different forms of ownership. Specifically:

Gender is distinguished into male and female. According to the study on "The Future of Vietnam's Jobs from a Gender Perspective" conducted by the World Bank Group in Vietnam in 2018, it was shown that there is a gender gap in income. According to the study, although Vietnamese women make up the majority in the service and sales industries, they have lower incomes than men. The reason is that the use of time and responsibilities between the two genders with their families are different. In addition, the existence of gender discrimination and social norms also plays a major role in creating the gender wage gap. This suggests that there will be a difference between the relationship between the factors affecting EBBE at commercial banks depending on the gender of the employee.

Hypothesis H14a: There is a difference in the relationship between factors in the model between groups of employees with different genders.

The level of employees will reflect the level of understanding, knowledge and skills required for the job. The higher the level of employees, the more favorable it will be for organizations, including commercial banks, to improve their understanding and awareness of GTTH. This also means that highly qualified employees will often have better KTTH, better understand their role and will be more committed to the organization. When employees are highly qualified, training and orientation work will also be carried out more effectively. THNB with highly qualified employees will be more favorable. Many empirical studies of Cao Viet Hieu (2019), Nguyen Hai Minh (2017) show that there are differences between groups of employees with different levels of qualifications to EBBE. This is the basis for hypothesizing the existence of differences in the relationship between factors to EBBE if grouped by level. In other words, different cultural levels will make the level of influence of factors on EBBE different.

Hypothesis H14b: There is a difference in the relationship between factors in the model between groups of employees with different qualifications.

Seniority is one of the factors that belong to the characteristics of employees.

greatly affects the KTTH, VTRR, CKTH. Experience gained from long-term commitment to the bank will help employees understand the bank and the values that the bank wants to convey to customers. The higher the seniority in the profession, the more it reflects the experience that employees have, so they will better understand their role in the service provision activities of commercial banks in particular and enterprises in general. In addition, employees with many years of seniority often understand corporate culture and grasp the characteristics of the THNB in the bank's operations. This is the basis for expecting that there will be a difference between the level of impact of factors on the bank's EBBE in groups of employees with different seniority. This is also raised in the research of Cao Viet Hieu (2019), Nguyen Hai Minh (2017).

Hypothesis H14c: There are differences in the relationships between factors in the model between groups of employees with different seniority.

Income is considered to be reflected in the average amount of money that employees receive each month. This is a factor that reflects the fairness in salary payments to employees. Studies by Simons and Enz (1995), Nguyen Thanh Tuan, Ho Tien Dung (2020), Bui Minh Thu and Le Nguyen Doan Khoi (2016) all show that income has an important impact on employee job satisfaction and brand commitment. Employees with higher incomes are more likely to stay with the company for a longer period of time, thereby affecting EBBE. Therefore, the research hypothesis is that there are differences between groups of employees with different incomes in the level of influence of factors on EBBE.

Hypothesis H14d: There is a difference in the relationship between factors in the model between groups of employees with different average monthly income.

The difference in ownership forms of commercial banks in Vietnam will lead to differences in working environment, corporate culture, and employee relations, etc., thus also having a significant impact on EBBE. Research by Vo Thi Thu Dieu (2020) has shown that there are differences between private banks and state-owned banks in terms of corporate culture in Quang Ngai province. State-owned commercial banks often have advantages in terms of operating history, brand name, and public trust compared to other commercial banks, and often play the role of market-leading banks. Therefore, the study hypothesizes that there are differences in the influence of each factor on EBEE of bank groups with different ownership forms.

Hypothesis H14e: There is a difference in the relationship between factors in the model between groups of employees working in commercial banks with different forms of ownership.

2.4.2 Proposed research model

Figure 2.4: Proposed research model

Source: Author's proposal

Through the process of systematizing the theoretical basis related to GTTH, EBBE as well as reviewing previous related studies, the author proposes a research model on factors affecting EBBE of Vietnamese commercial banks including: KTTH, VTRR, CKTH, VHDN and THNB.

Chapter 2 Conclusion

Chapter 2 presented an overview of the theory related to the EBBE model. At the same time, Chapter 2 also provided an overview of previous studies as a basis for building the research model and determining the research method in Chapter 3.

CHAPTER 3: RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

The research process includes 3 stages: research model design, preliminary research and formal research, summarized in Figure 3.1.

3.1.1 Phase 1: Designing the research model

This stage is carried out through seven specific steps as follows:

Step 1: Identify the problem to be researched

Based on the process of studying the current situation of commercial banks in Vietnam, the author considers issues related to the EBBE of commercial banks. In particular, the author focuses on urgent issues with scientific and practical significance to serve the thesis "Factors affecting EBBE of Vietnamese commercial banks".

Step 2: Determine research objectives

After identifying the problem to be researched, the thesis clearly defines the general research objectives and specific objectives for the thesis.

Step 3: Propose research model

After determining the research objectives, the author consulted previous related studies on branding and EBBE. Based on the review of studies, the author proposed a research model.

Step 4: Build a draft scale

After having a research model, based on previous surveys, the study builds a draft scale through Vietnamizing foreign scales, as a basis for implementing qualitative methods to develop scales.

Step 5: Group discussion

Through referring to related documents and previous studies, the thesis builds an outline to conduct group discussions to record the opinions of experts in the process of discussing the factors affecting EBBE of Vietnamese commercial banks. The purpose of the group discussion is to evaluate the original scale and expand the scale to better evaluate the factors in the study. Expanding the scale contributes to better measuring the factors in the study, consolidating and supplementing related theories. This is also one of the new scientific contributions of the topic.