MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY OPEN UNIVERSITY TO DINH TUAN TO STUDY ORGANIZATIONAL BRAND AND PERSONAL BRAND IN THE PRESS FIELD IN VIETNAM Specialized: Business Administration Specialized codes: 62 34 01 02 SUMMARY THE DOCTORAL THESIS OF BUSINESS ADMINISTRATION Ho Chi Minh City, 2019 The thesis is completed at: Ho Chi Minh City Open University Reviewer 1:…………………………………………………………… Reviewer 2:…………………………………………………………… The thesis will be defended against the meeting council of the thesis at Open University of Ho Chi Minh City on.……………….2019 TABLE OF CONTENTS TABLE OF CONTENTS …………………………………………………………… CHAPTER I: INTRODUCTION 1.1 REASONS AND CONTEXT OF RESEARCH 1.2 OBJECTIVES OF THE STUDY 1.3 RESEARCH QUESTION 1.4 OBJECT AND SCOPE OF THE STUDY 1.5 NEW FINDINGS OF RESEARCH .5 1.6 SIGNIFICANCE OF RESEARCH 1.7 STRUCTURE OF RESEARCH CHAPTER II: LITERATURE REVIEW 2.1 CONCEPT 2.2 THEORY OF BRANDS .9 2.3 RELATIONSHIP BETWEEN COMPONENTS OF ORGANIZATION BRAND AND PERSONAL BRAND 10 2.4 FACTORS IMPACT TO PERSONAL BRANDS .12 2.5.PREVIOUS RESEARCH OVERVIEW .16 CHAPTER III: RESEARCH METHODS AND RESEARCH DATA 20 3.1 RESEARCH PROCESS 20 3.2 RESEARCH METHODS 20 3.3 RESEARCH MODELS .21 3.4 RESEARCH DESIGN .23 3.5 RESEARCH DATA 30 3.5.1 Data sources 30 3.5.2 Data collection methods 30 3.5.3 Sample size 30 3.5.4 Data processing method 31 CHAPTER IV: ANALYSIS OF RESEARCH RESULTS 32 4.1 ANALYSIS OF RESULTS ON THE RELATIONSHIP BETWEEN PERCEIVED ORGANIZATION BRANDS AND PERCEIVED PERSONAL BRANDS 32 4.1.1 Sample statistical analysis by characteristics .32 4.1.2 Statistical analysis of observed variables .32 4.1.3 Analysis of Cronbach's Alpha and EFA 33 4.1.4 Evaluate the measurement model ………………………………… 35 4.1.5 Analyzing the reliability of Cronbach‟s Apha for each group to turn …… 35 4.1.6 Analysis of structure model (SEM)……………………………………… 35 4.1.7 Discuss of results.….… ………………………………………………… 37 4.2 ANALYSIS OF RESULTS ON THE FACTORS IMPACTING ON PERCEIVED PERSONAL BRAND 39 4.2.1 Statistical analysis of observed variables 39 4.2.2 Analysis of Cronbach's Alpha and EFA .40 4.2.3 Research model adjusted …….… ………………………… ……………42 4.2.4 Confirmatory Factor Analysis (CFA) 43 4.2.5 Structure Equation Model (SEM) .43 4.2.6 Discuss the results .45 CHAPTER V: CONCLUSION AND POLICY IMPLICATIONS 48 5.1 CONCLUSION 48 5.2 POLICY IMPLICATIONS .49 5.3 LIMITATIONS AND NEXT STUDY .50 5.3.1 Limitations of research 50 5.3.2 The next studies 50 CHAPTER I: INTRODUCTION 1.1 REASONS AND CONTEXT OF RESEARCH According to the Information Portal of the Ministry of Information and Communications, as of June 2016, there were 982 newspapers and magazines licensed to operate Specifically, the number of printed newspapers is 193 (in which central: 86, local: 107); 639 magazines (central: 525, local: 114); Electronic newspaper: 150 The country currently has 17,297 journalists granted a journalist card According to Holton and Molyneux (2015), the brand - especially the newspaper brand, has been attracting attention and interest from experts and researchers In the context of increasingly fierce information competition, technology has developed rapidly in recent years, the research on brands in general, the brand in the field of journalism in particular is increasingly necessary Researching brands in journalism is an urgent requirement "In the difficult conditions of the domestic economy as well as the current global economy, along with the strong competition of many new media types, the development of the brand is more important for survival in and development of the press” (Ngo Bich Ngoc, 2012) However, according to the researcher's understanding, to date, in Vietnam, the research on brand in the field of journalism is still limited To date, only a few popular articles have raised the issue of the need for journalistic brand research No scientific research has been found in this area Therefore, the understanding of brand in the field of journalism is not deep; The understanding and application of theory into practice in the press agencies are different This is the research gap that this research contributes to solving For the world, the research on journalism brands is becoming more and more popular, especially research on personal brands in the field of journalism Personal brands are increasingly more powerful, especially in the field of journalism Determining the creation and development of personal brand in the field of journalism is an inevitable trend in the modern world, every journalist needs to have a personal brand to survive in an increasingly wide media world open now Every journalist can create a strong personal brand (powerful brands) for themselves by working seriously and ensuring honesty and transparency In the field of journalism, the relationship between organizational brand and personal brand is quite tight, with interactions Individual brands are influenced by the brand of the organization in which they work In contrast, personal brands affect organizational brand In an organization, if there are many branded individuals that will contribute to the organization's brand development However, so far, this relationship has not been studied scientifically This is one of the research gaps Therefore, in the current context, the study of brand in the field of journalism in Vietnam in general, research on the relationship between organizational brand and personal brand in the field of journalism in Vietnam in particular is necessary In recent years, there has been competition among branded newspapers in Vietnam to attract well-known journalists From attracting reputable journalists to creating quality newspaper products, attracting readers In the past 10 years (2008-2018), hundreds of journalists have moved from one newspaper to another Therefore, press agencies must build brands to attract talented people For journalists, it is necessary to build up a personal brand to affirm its position and prestige in the mind of readers, contributing to developing the brand of press agencies In Vietnam, there have been some researches on brand loyalty, brand culture but no scientific research has yet been found on the relationship between organizational brand and fish brand At present, there are only a few general articles that raise the issue of corporate brand and press brand in Vietnam but are less academic; Both the theoretical and practical levels of research are limited The study of the relationship between perceived Personal Brand and perceived organizational brand, factors affecting the perceived personal branding are necessary, contributing to solving research gap Studying the factors affecting personal brand will give us a better understanding of the nature of personal brand, which will set out the methods of developing personal brand in the appropriate and effective press field than 1.2 OBJECTIVES OF THE STUDY This study focuses on two main objectives: Firstly: Analyzing the relationship between perceived brand organization and perceived personal brand in the field of journalism In particular, focusing on solving specific research objectives as follows: (i) Identify the main components of the organizational brand perceived in the field of journalism (ii) Find out and analyze the components of the perceived organizational brand that impact on perceived personal brand in the field of journalism Secondly: (i) Exploring and analyzing the factors affecting perceived personal brand in the field of journalism (personal brand elements themselves; internal factors; internal factors addition of personal brand and support facilities) (ii) Recommend some solutions to develop personal brand in the field of journalism in Vietnam 1.3 RESEARCH QUESTION To address the above research objectives, the study focused on answering the following research questions: 1) What components of the perceived organizational brand affect the perceived personal brand and impact on the personal brand perceived in the field of journalism? 2) What solutions are available to develop the brand of organizations and personal brands in the field of journalism in Vietnam? 3) What factors affect the perceived personal brand in the field of journalism? 4) How does the impact of factors on the perceived personal brand in the field of journalism? 5) What are the solutions to develop personal brand in journalism in Vietnam? 1.4 OBJECT AND SCOPE OF THE STUDY 1.4.1 Research subjects a) The relationship between the perceived organizational brand and the perceived personal brand in the field of journalism in Vietnam b) Factors affecting the perceived personal brand in journalism in Vietnam 1.4.2 Research scope a) Focus on journalism and the impact of perceived organizational brand on perceived personal brand and factors affecting perceived personal brand, not studying the impact of personal brand to brand organization b) Subject of survey: Research focus survey: * Reporters, editors, content management staff (editorial board, editorial board, reporters ) * Representatives and leaders of a number of press management agencies such as the Ministry of Information and Communication, Department of Information and Communications of some provinces and cities * Newspaper; Television; Radio and Electronic Newspapers c) Survey time: 2017 1.5 NEW FINDINGS OF RESEARCH Previous studies, although there are studies on the components of organizational brand, interact with each other but the results are quite limited This study has the following new points: i) This research continues to explore and analyze the components of organizational brand, including: Organizational name, Organizational image, Organizational reputation, Organizational commitment in perspective each individual component and the interplay between the components In particular, the composition of the organization's name affects the organizational image (H2); The organization's name affects the reputation of the organization (H3); The organization's name affects the organization's commitment (H4); Organizational image affects organizational reputation (H6); Organizational image influences organizational commitment (H7); Organizational reputation influences organizational commitment (H9) This study also found the components of organizational brand positive effects on perceived personal brand In particular, the name of the organization impacted positively on perceived personal brand (H1); Positive impact image to perceived personal brand (H5); Positive reputation for personal brand perception (H8); The commitment of the positive organization to the Organizational Brand (H10) Research shows the model of the impact between components of the perceived organizational brand and those components that affect the perceived individual brand Previous studies have not done this This is one of the new points of research Most of the previous studies studied customer loyalty to product, service or company brands This study examines the organization's commitment to the rights of its employees because it is one of the key factors in the field of journalism ii) Previous studies found internal factors affecting personal branding (including: Professional capacity; Trust; Attractiveness of others ); self-factors of individual brand owners (including: Knowledge, Skills, Attitudes); External factors affecting personal branding (including: Human resources - personal power; Social5 communication relations; Empowerment-learning ability ) but the analysis and discovery this factor is still limited This study focused on each individual factor, and recorded mutual interaction Previous studies have only studied the groups of self-perceived factors of individual branded people, internal and external factors affecting personal brand feel but this study finds the methods facilities to influence perceived personal brand 1.6 SIGNIFICANCE OF RESEARCH Researching the relationship between perceived organizational brand and perceived personal brand in the field of journalism is a new topic Therefore, this study has additional meaning, perfecting the theoretical system in the field of research and training of journalism in Vietnam Researchers, students, graduate students, and graduate students will have a theoretical scientific basis to study journalistic brands The theoretical basis and results of this scientific study not only contribute to solving scientific gaps in the theory of journalistic brands in Vietnam but also have important practical significance in helping organizations Press and individual journalists develop successful brands Thus, it can be affirmed that this study has both theoretical and practical significance Research on the factors affecting perceived personal brand and the impact of these factors on perceived personal brand help us to identify clearly and scientifically about the impact factors to personal brand feel and the role of each of these factors in the formation and development of personal brand feel This is really necessary for journalists wishing to build a personal brand for themselves or press organizations who want to build a personal brand for their reporters The study of newspaper brands, especially personal brands is still new, so far in Vietnam there has been no scientific research in this area, so this research has pioneering meaning, “pave the way" for further research On the other hand, this study also encourages and encourages the spirit of learning and research in the field of press brand 1.7 STRUCTURE OF RESEARCH Chapter I-Introduction Chapter II-Theoretical basis Chapter III-Research methods and research data Chapter IV-Analysis results Chapter V-Conclusion and governance implications CHAPTER II: LITERATURE REVIEW 2.1 CONCEPT 2.1.1 Concept of brand Previously, the concept of "Brand " is understood as the affirmation of the value of goods and ownership The Oxford dictionary defines the word "brand" as a mark of a trade mark, which is the concept of a product with the manufacturer's sign attached to the goods packaging to confirm the quality and origin of the product Trademarks are often associated with the ownership of the manufacturer Heding et al (2009) argue that brands are defined in many different ways over the years, depending on the views and awareness levels of scholars and researchers In the classical definition, the brand is associated with identifying a product and its differences from its competitors, by using a number of names, logos, designs or other visual cues and icons Fournier (1998) argues that brand is the perception, affection and belief of customers and partners about all elements of the organization Fournier's brand definition (1998) has many points in line with this research, but it is not yet comprehensive because this study mainly focuses on research on organizational brand and personal brand in the newspaper field Releases in Vietnam Therefore, in addition to Fournier's concept (1998) which is considered the standard of the topic, the Study adds to this study in accordance with the following: Brand is the perception, emotion and belief of customers Partners, people around about all components of the brand organization and elements of each individual's brand This concept is considered the basis for the implementation of the research topic 2.1.2 Concept of organizational brand and perceived organizational brand According to Stoner (2011), organization is a systematic arrangement of people to accomplish a purpose Schools, hospitals, churches, businesses / companies, state agencies or a football team are examples of an organization Organizational branding is a common way of calling a company / corporation brand or a group with a complete organizational structure, scale and function An organizational brand is a collection of customer perceptions of an organization with all aspects: brand identities, brand values (brand values), brand attributes (brand attributes) ), brand personality Organizational brands can be made up of brand products, services of the organization itself created in the process of formation and development Souiden et al (2006) define organizational branding as the most prominent, creating the deepest mark of that organization for customers, partners and the public; Organizational brands include: Organization Name, Organizational Image, Organizational Reputation and Organizational Commitment / Loyalty for Customers, Employees and Market Development Objectives, Quality Assurance product This study selects the definition of Souiden's organizational brand and et al (2006), including: Organization name, Organizational image, Organizational reputation and organizational commitment to customers, employees and goals market development, product quality assurance From the concept of Souiden et al (2006), the study stated the concept of brand organization feeling as follows: Organizational brand perceived by members of the organization to evaluate their organizational brand The organizational brand is evaluated by customers, however, in this study, it is surveyed by individuals in the organization to study the brand of the organization 2.1.3 The concept of personal brand and the perceived personal brand Everyone has a personal brand and it can be positive, negative or neutral Each person's personal brand is made up of their biography, experience, skill, behavior Each person's personal brand can influence new relationships When you meet someone for the first time, good or bad, it takes us less than a second (exactly 390 milliseconds) to form an impression of someone's personality based on their voice and the Other properties (Bar, Neat and Linz, 2006; quoted by Gander, 2014) Researchers have divided capacity into two categories: technical capacity and behavioral capacity Technical capacity related to work and behavioral capacity focuses on how to work (Caplan, 2003) Most researchers believe that the three main components include knowledge, skills and attitudes that play a role in building capacity Schawbel (2012) argues that successful individual brands need to be authentic, have a good reputation and must be properly discovered by the person who discovered it Each person's personal brand must have a balance between catching up with the times and maintaining the consistency that their personal brand lovers expect In short, personal brand reflects a person's personality, capacity for education, economic, social, scientific, behavioral, and prestigious achievements Personal branding is not just about influences on the outside world, it is also the self-awareness of strengths, weaknesses, skills, emotions and how to use them to make a difference for yourself and orientation for that individual's decisions According to Schawbel (2012), personal brand is an image, the personal value of an individual helps others distinguish that person from everyone around Personal brand is the image of a person who is public, community, measurable through the criteria arranged in order: (i) The degree of known; (ii) Values, achievements or qualities; (iii) The degree of influence on the public Personal brand perceived are different values of an individual compared to other individuals in the community evaluated by those individuals The greater the degree of difference, the higher the value of the individual brand 2.1.4 The concept of personal branding According to Schawbel (2012), personal branding means the process by which individuals and businesses differentiate themselves and stand out from the crowd by finding and highlighting their unique valuable offers they take that offer up by means of conveying messages and images consistently to achieve specific goals In this way, individuals can make them recognized as experts in their field, establish reputation and credibility, develop careers and have confidence 2.1.5 Concept of press brand According to Ngo Bich Ngoc (2012), the newspaper brand as well as the brand of other goods is the synthesis of all images recognized by readers around the name of a newspaper (radio) in which including: the quality of information, the amount of publicity of the newspaper, the readers' awareness, the public's faith in the newspaper, etc A brand-name newspaper means that there can be benefits and values that That brand brings It is not only an increase in the number of readers or an increase in the Coefficient Not standardized hinh anh CQBC ← danh tieng CQBC ← danh tieng CQBC ← su cam ket cua CQBC ← su cam ket cua CQBC ← su cam ket cua CQBC ← thuong hieu ca nhan ← thuong hieu ca nhan ← thuong hieu ca nhan ← thuong hieu ca nhan ← ten CQBC 0.715*** hinh anh CQBC 0.39*** ten CQBC 0.327*** hinh anh CQBC danh tieng CQBC ten CQBC su cam ket cua CQBC Standardized 0.59 Standard errors 0.043 C.R 16.446 P-value 0.000 0.1 0.234*** ten CQBC 0.065 danh tieng CQBC 0.086* hinh anh CQBC 0.053 0.254 0.042 0.07 0.05 5.553 0.000 1.309 0.190 >0.1 0.102 0.047 1.846 0.065 0.1 Table 14: Standardized Regression Weights hinh anh CQBC ← Ten CQBC 0.59 danh tieng CQBC ← hinh anh CQBC 0.43 danh tieng CQBC ← ten CQBC 0.298 su cam ket cua CQBC ← hinh anh CQBC 0.243 su cam ket cua CQBC ← danh tieng CQBC 0.246 su cam ket cua CQBC ← ten CQBC 0.009 thuong hieu ca nhan ← su cam ket cua CQBC 0.254 thuong hieu ca nhan ← ten CQBC 36 0.07 thuong hieu ca nhan ← danh tieng CQBC 0.102 thuong hieu ca nhan ← hinh anh CQBC 0.069 Inspection of research model (Path Analysis): Figure 3: Research model on the relationship between perceived organizational brand and perceived individual brand (Path Analysis) 4.1.7 Discuss of results: Press agency name affects perceived personal brand in the field of journalism (H1) Research results show that: the standardized coefficient is 0.065, normalization coefficient = 0.07, coefficient C.R = 1,309 This variable has P-value = 0.190, not statistically significant, so it cannot accept the hypothesis H1 That is, the name of the press agency does not affect the personal brand in the field of journalism The name of the press agency that affects the image of the press agency (H2) The relationship between "newspaper agency name" and "press agency image" is statistically significant at the 1% significance level (P-value = 0.000,