NGHIÊN cứu THƯƠNG HIỆU tổ CHỨC VÀ THƯƠNG HIỆU CÁ NHÂN TRONG LĨNH vực BÁO CHÍ TẠI VIỆT NAM tt tiếng anh

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..……………………………………………………………...1
CHAPTER I: INTRODUCTION..................................................................................3
1.1. REASONS AND CONTEXT OF RESEARCH ...................................................3
1.2. OBJECTIVES OF THE STUDY............................................................................4
1.3. RESEARCH QUESTION......................................................................................4
1.4. OBJECT AND SCOPE OF THE STUDY..............................................................4
1.5. NEW FINDINGS OF RESEARCH.......................................................................5
1.6. SIGNIFICANCE OF RESEARCH........................................................................6
1.7. STRUCTURE OF RESEARCH............................................................................6
CHAPTER II: LITERATURE REVIEW.....................................................................7
2.1. CONCEPT..............................................................................................................7
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
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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

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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.
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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.
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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 4 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

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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
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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
8


number of releases (tiara) but also brings the audience's awareness to the newspaper
thereby attracting more new readers, giving the sheet report loyal readers, foster
confidence in the public, the quality of the newspaper is comprehensively felt and
especially the contacts that the newspaper brand brings.

Reid (2013) said that in today's world, individual brands are becoming more and
more powerful. Jarvis (2006-referring to Reimer, 2014) affirmed that independent
journalists are newspaper brands.
Brand building is a very important step in the value chain of journalism economics.
Trademarks create consumer awareness and belief in products and services that
businesses provide. In fact, in recent years, many press agencies have consciously built
their brands and expanded their brands. However, there are still many newspaper
offices that are not sensitive to the changes of the newspaper market, and have not dealt
with the problem of brand name in a timely manner. (Ngo Bich Ngoc, 2012)
According to Siegert et al (2011-referring to Reimer, 2014), a successful personal
branding journalist must demonstrate the uniqueness and distinctiveness of his press
works. At the same time, through social activities, media channels, online ... they can
create their own values and attract more people to them.
2.2. THEORY OF BRANDS
2.2.1. The theory of personal branding
2.2.1.1 The theory of Octopus Model of personal brand
Theory of Octopus Model on Personal Brand by Schawbel (2012). Schawbel (2012)
built the Octopus Model of Personal Brand, in which, Personal Brand is the octopus
head, eight octopus taps are eight key areas, including: Media society; Adventurous
entrepreneurial spirit; PR; Marketing / branding; Relationship network; Human
Resources; Career development and Search engine optimization. These eight key areas
are either impacted or influenced by individual brands.
2.2.2. Theory of shaping personal brand
Theory of personal brand shaping is presented by Rampersad (2009). Many
successful people in the world have formed and developed a strong personal brand such
as Barack Obama, Bill Gates, Donald Trump and Oprah Winfrey (Rampersad, 2009).
To be able to establish such successful personal brands, individuals with personal
brands must send information about themselves to others (Vitberg, 2010).
The most important thing to think about when you shape your personal brand is to
identify yourself, give it to others, and then protect your brand (Montoya, 2002).

Identifying personal brands is marketing and promoting yourself (Rampersad, 2009).
2.2.2. Theory of employee branding
The theory of employee branding is presented by Knox and Cheryl (2010). Knox
and Cheryl (2010) argue that in the competitive labor market, the challenge for
organizations is to attract and retain talented employees. Employee branding is an
important component of the organization's brand. In recent times, managers have been
interested in developing brand employees. Because many managers believe that
developing the brand of employees is also to develop organizational brand, increasing
the value of their brand's organizational assets.
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Tabaka (2010) argues that there are a number of reasons for organizations,
especially businesses, to pay attention to personal brand development for important
members of the organization. They are: (i) If you do not publish your brand first, others
will use your brand and you lose control; (ii) Great corporations, reputable investors
and investors always want to work with strong personal brands, especially individual
brands that have track records of success; (iii) Each person's personal brand has its own
value, so if in the case of the organization of the individual brand is bankrupt, he or she
will not have to start over in creating. trademark.
2.2.3. Theory of brand organization
Model of Vision, Culture and Image link of Hatch and Schultz (2001)
The organizational brand represents a promise between the organization and its
customers and partners (Balmer, 1998). Branding organization is to create a unique
name and image for that organization in the minds of customers through means of
advertising and communication. Awareness and interest in brand development for large
and small organizations is increasing as brands are an important tool that can create
competitive advantage.
Brand as a name, symbol, expression or a combination of all three elements. Kotler
(2011) argues that brand is one of the important assets for an organization. The basic

functions with a brand are to distinguish organizations from competitors. A brand can
create awareness and positive attributes for an organization. It can also create consumer
loyalty for that brand. Brands provide consumers with a guarantee of quality and can
become an important factor affecting consumer purchasing decisions (Aaker, 1997).
Previous research in the organization's brand area has created different theories and
models to create a deeper understanding of the brand.
According to Hatch and Schultz (2001), the key to forming an organization's brand
is the close relationship between vision, culture and image. These three elements are the
basic parts of an organizational brand. At the same time, these 3 factors also have a
strong impact on organizational brand.
2.3. RELATIONSHIP BETWEEN COMPONENTS OF ORGANIZATION
BRANDS AND PERSONAL BRANDS
According to Souiden et al (2006), Organizational Brands include: organization
name, organizational image, organizational reputation and organizational commitment.
Based on previous studies, organizational brand effectiveness for customers and
partners can be described by identifying components including: Organization name,
Organizational image, Organization reputation and The commitment of the
organization. In this study, instead of studying employee commitment to the
organization, the researcher studied the organization's commitment to employee
benefits. This change is in line with research on branding in journalism and this is a
new point in research.
As such, each component of the Branded Brand impacts each other and each
component of the Branding organization impacts on the Personal Brand. Overall,
organizational brand impacts on personal brand. In the field of journalism in Vietnam,
this is reasonable.
2.3.1. Organization name for other components of organizational brand and
perceived personal brand
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Every human being, every object, organization ... has a name. Name is a way for
people to call and understand that object correctly. The organization name first worked
to identify a brand and facilitate the brand positioning. The organization name is the
most obvious way to distinguish it from other brands (Hankinson and Cowking, 1993).
Hankinson and Cowking (1993) have given three important roles to the
organization's name: Identifying the organization's products and work; Passing
messages to people through descriptive qualities of names; Is a legal property, protected
by law.
The name of an organization is also the symbol of the organization, representing
ownership, helping people make decisions to buy, cooperate, work with that
organization faster. In addition, the organization's name assures its customers that the
brand's features, functions and characteristics are expressed on its products, it will not
change over time (Perrier, 1997). The study proposes some hypotheses as follows:
H1: The organization's name has a positive impact on the perceived personal brand
of people working at the organization.
H2: The organization's name has a positive impact on the organization's image.
H3. The organization's name has a positive impact on the reputation of the
organization.
H4. The organization's name has a positive impact on the organization's
commitment to employee benefits.
2.3.2. Organizational image for the components of organizational brand and
personal brand
Organizational images are images associated with the nature of the organization;
Help people visualize a quick, intuitive way about an organization. Organizational
image associated with the name of an organization. According to Kennedy (1977),
Hatch et al (2003), organizational image always plays an important role in the
organization's construction and development process. Organizational imagery is a
valuable asset that an organization needs to manage (Abratt and Mofokeng, 2001). Gray
et al. (1998) also said that organizational image plays an important role in the
organization's existence and development. If the image of a positive organization will

facilitate that organization. Conversely, if the image of the organization is negative, it
will be difficult for the organization. Therefore, any organization needs to maintain a
positive image in everyone's heart. The study proposes some hypotheses as follows:
H5: The organization image has a positive impact on the perceived personal brand
of people who are working at the organization.
H6: The organization image has a positive impact on the reputation of the
organization.
H7. The image of the organization has a positive impact on the organization's
commitment to employee benefits.
2.3.3. The reputation of the organization for the components of organizational
brand and perceived personal brand
The reputation of an organization is one of the important attributes of an
organization; it "includes what the organization has done and its behavior" (Balmer,
1998). The reputation of the organization is also defined as the level of trust and
11


credibility within the organization's ability to meet customer / partner expectations
(Nguyen and Leblanc, 2001). Marketers believe that one of the main factors influencing
consumer buying decisions is consumer perceptions about the reputation and role of a
company in society.
The reputation of the organization helps build customer commitments, partnerships
with organizations and vice versa (Bhattacharya and Sen, 2003). The study proposes
some hypotheses:
H8: The reputation of the organization has a positive impact on the perceived
personal brand of people working at the organization.
H9. The reputation of the organization has a positive impact on the organization's
commitment to employee benefits.
2.3.4. The organization's commitment to the components of organizational brand
and perceived personal brand

The commitment has become an important goal for many organizations, especially
in the context of increasingly fierce competition. Each organization has a commitment
and an expression of loyalty to its development goals, product quality, promise to
customers and a commitment to ensuring employee rights ... The commitment of the
organization contributing to creating prestige, strengthening the brand of the
organization. It is also the organization's commitment to the rights of employees that
affects the personal brand of employees working in that organization. The study
suggests the following hypothesis:
H10. The organization's commitment to employee benefits has a positive impact on
perceived personal brand.
2.4. FACTORS IMPACT TO PERSONAL BRANDS
Every human being is born and raised, through learning, training, accumulating
knowledge, skills, experience and using them to create a personal brand for themselves.
Individuals cannot develop their own brands if they do not have the technical skills and
understanding of people.
According to Caplan (2003), capacity can be divided into two types: technical
capacity and behavioral capacity. Technical capacity related to work and behavioral
capacity focuses on how to work. Knowledge, Attitude, Skills are the basic elements
that form the capacity of each person. Each person's ability to express the most basic
values of personal brand is one of the factors affecting personal brand.
Other factors have been considered in surveys such as: empowerment based on
learning, development of communication networks and use of communication skills
(soft skills and hard skills) such as is an important specialized tool for the development
of personal brands (Lyle and Wetsch, 2012).
According to Hossini et al. (2014), factors affecting personal brand include: external
factors and internal factors. In particular, external factors include: Power resources
(power resource); Empowerment based on learning; Communication, social relations.

12

Table 1: Factors affecting personal branding (Saemian, 2013)
Factors

Trend
Power resources

Indicators

References

Financial
power,
personal
prestige,
information
power,
predictive
power,
reference power

Earl
(2004),
(2004)

The ability to self-study
and mind quickly and
continue to study

Lair et al. (2005),

Morgan (2011), Clark
(2011), Lyle (2012)

Connect
ability;
Personal
skills,
organizational skills

Mintzberg
(1997),
Weten and Cameron
(1993), Morgan (2011),
Lyle (2012)

Personal growth and
development, personnel
management
and
planning

Robins (2011), Morgan
(2011), de Chernatony
(2011)

Special
knowledge

Have a personal point
of view, Intelligence in

business and finance,
good
marketing
relationships.

Kotler (2005), Morgan
(2011), Rampersad and
Hubert (2008)

Personal attitude

Optimistic, humility,
modest

Wetziatis
(1995),
Robins (2011).

Social attitude

Mercy, flexibility

Schwartz et al. (2002),
Joe
Seng,
Caplan
Moberi (2009),

Hard skills

Education,
computer
knowledge, information
and
communication
technology

Morgan (2011), Cants
(1974), Lyle (2012)

Soft skills

Ability to work with
social
networks,
advertising channels

Morgan
(2011),
Blanco (2010), Lyle
(2001),
Rayleigh
(2012)

Outside

Communication,
social relations

Knowledge

Attitude

Skills

General
knowledge/
overall

Joe

Wang
Seng

Source: Hossini et al. (2014)
Inheriting from previous studies, combining what comes from discussions with
many experts in the field of branding and journalism, The writer thinks that each
person's personal brand is made up of many other ways. each other, but most are
formed and developed from the following groups of factors: 1. External factors; 2. Selffactors of personal brand builders; 3. Internal factors; 4. Support facilities. In particular,
external factors include: The ability to affect others (through the resources that they
have, including personal power); Ability to communicate, social relations; Assignment,
13


division, authorization ... (for subordinates or colleagues) and Social impacts of
themselves. The elements of personal brand builders include: Knowledge; Skill;
Attitude. Internal factors include: trust and trust of people; Credibility; Attraction,
attracting others. Supporting facilities include: Technology; The media; Marketing,
branding..
2.4.1. External factors have an impact on personal brand

Power resources (financial power, personal power ...)
According to Earl Wang (2004), Joe Seng (2004) - (cited by Hossini et al., 2014),
power resources are one of the important external factors affecting each individual's
brand. Power resources are expressed through indicators such as financial power,
personal prestige (personal power- charisma), information power, predictive power
(predictive power), reference power (referent power ).
Ability to communicate, social relations
According to Weten and Cameron (1993), Morgan (2011), Lyle (2012) - (quoted by
Hossini et al., 2014), The ability to communicate, social relations has a strong impact
on each individual's brand. Communication factors, social relations include:
Connectivity; Personal skills, organizational skills. Pollar (2015) said that connecting
with people is the best way to develop a personal brand. When people know you and
know what you can offer, they are more likely to cooperate with you or introduce you
to others. According to Johnson (2017), people with good communication skills are
often able to develop an effective personal brand.
Empowerment and learning ability
Lair et al. (2005), Morgan (2011), Clark (2011), Lyle (2012) - (cited by Hossini et
al., 2014) said that Empowerment based on learning is demonstrated by: Self-ability
learn, mind fast, ability to continue learning in the future.
2.4.2. The self-factors of individual branded people
Hossini et al. (2014) argue that self-factors of individual branded people include:
Knowledge (general knowledge and special knowledge); Skills (hard skills and soft
skills) and Attitudes (personal attitudes and social attitudes).
Knowledge: In it, according to Robins (2011), Morgan (2011), D. Chernatony
(2011) - (quoted by Hossini et al., 2014), General knowledge / overall includes:
Personal development ability and community, human resource management and
planning capabilities.
Skills: Skills are one of the three basic elements, in itself of the individual brand, has
an impact on personal brand (Hossini et al., 2014). Each person's skills include hard
skills and soft skills. In particular, hard skills are reflected in the indicators such as:

Education level, understanding of computers, information and communication
technology (Mintzberg, 1997; Morgan, 2011; Lyle, 2012; quoted by Hossini et al.,
2014). Soft skills expressed in the indicators: Ability to work with social networks,
advertising channels (Mintzberg, 1997; Morgan, 2011; Blanco, 2010; Lyle, 2001;
Rayleigh, 2012; quoted by Hossini et al., 2014).
Attitude: Attitudes have an impact on each individual's brand, including personal
attitudes and social attitudes (Hossini et al., 2014). In particular, individual attitudes are
expressed through indicators such as optimism, humility and humility. Social attitudes
14


expressed through indicators: Mercy, flexibility (Schwartz et al., 2002; Seng and
Moberi, 2009; quoted by Hossini et al., 2014).
2.4.3. Internal factors affecting personal brand
Professional capacity: Each individual, depending on the field they are learning,
researching, training after a process has accumulated a lot of knowledge, experience,
skills, become professional capacity in the field that area. According to Hossini et al.
(2014), individuals' professional capacity is one of the factors affecting their personal
brand. No one can have the expertise for every field. Each person's professional
capacity represents their accumulated knowledge, experience, practice and skills. At the
same time, it helps people around feel, evaluate their personal brand more positively.
Trust: Trust, trust is one of the factors that help managers create their own influence
and success, affirming personal brand for employees and customers. , partner. When
employees understand that their manager has lied or made wrong requests, the manager
has lost his credibility (Yukl, 2006).
Prestige, charisma for others: Prestige is one of the outstanding features of
individuals working in organizations, especially managers and leaders of organizations.
According to Maxwell (2006), prestige has a special impact on people. With the
reputation of themselves, managers, organizational leaders can make many people love
and loyal to them.

In addition to the external factors, the basic factors, the self-identity of individual
branded people (according to Hossini et al., 2014) and the internal factors as
mentioned above, we also found the means of support that impacted the individual
brand.
2.4.4. Supportive mean affect
Supporting facilities include: Technology; Communication (Press; social network);
Marketing, branding (PR-Public Relations; Marketing ...) and Reputation Management.
Technology impacting technology: According to Schawbel (2010), with the
development of strong technology and large Internet environment today, there has
never been a great opportunity for people to create and manage brands. My own
personalities as of today. Thanks to online and social media, you can control what
people see when they search for your name, what they know about you and what you
want to say. A personal website can act as an online center for all personal information,
such as profiles, profiles, blogs and contact information.
Gander (2014) said that technology is increasingly impacting personal brand. From
the beginning there was only negligible impact, with the speed of technology
development as strong as today, along with the widespread popularity of the Internet,
social networks, technology has gradually become an impact factor. Top important.
Communication impacting on vocational skills: Personal branding is a process
where the personal identification of individuals who want to build a brand is formed
(Lair et al., 2005). Hubert and Rampersad (2008) - (cited by Hossini et al., 2014)
argued that personal branding is something beyond the ability to influence marketing
and sales in a competitive environment. They believe that the impact of media and
creative relationships is based on collaboration and creating positive thinking that plays
an important role in personal branding.

15


Public relations, marketing (PR, Marketing...) impact on personal brand: According

to Kucharska (2016), one of the important means of support in building and promoting
brand organization and trade Personal brand is Public Relations (PR-Public Relations).
For a long time, on the media constantly appeared messages, advertising images.
Readers, watchers, listeners tend to be boring, reduce trust. Articles, activities of PR
nature were born to replace a part of ads and were more positively received by readers,
viewers and listeners because PR activities were often associated with social-charity
work. community and society.
Reputable management impacts on personal brand: According to Huttona et al.
(2001) from an empirical study, the conclusion that: reputation management is
becoming an important issue beside the mandarin public systems in organizations and
individuals. Holloway (2013) argues that reputation management is an indispensable
factor for anyone who wants to maintain and develop a brand. Therefore, brand
organizations and individuals need a specific plan to manage their reputation in the best
way.
2.5. PREVIOUS RESEARCH REVIEW
2.5.1. Some previous research on the relationship between organizational brand and
personal brand
Table 2: Summary of some previous research on organizational branding
Author
Main research content
Number Name of the research topic
1

Managing Corporate Image
and Corporate Reputation

Gray et al.
(1998)

Organizational

image,
Reputation organization

2

Corporate reputation: seeking
a definition

Gotsi and
Wilson
(2001)

Relationship
between
Reputation
and
Organizational Image

3

Image and reputation of the
organization in the decision to
retain customers in the service

Nguyen
and
Gaston
Leblanc
(2001)

The
importance
of
Organizational Reputation
and
Organizational
Images

4

The effect of corporate
branding
dimensions
on
consumers‟
product
evaluation: A cross-cultural
analysis

Souiden et
al. (2006)

Correlation between four
factors:
organization
name, image, reputation
and commitment / loyalty.

5

Factors Influencing Brand
Image in Banking Industry of
Iran

Sharareh
et
al.
(2013)

The importance of Image
organization
in
the
banking industry in Iran

6

Internal Elements Influencing
the Corporate Brand Equity of
Small Firms

Saraniemi
et
al.
(2010)

The
name
of
an

organization
is
very
important
to
the
development
of
that
organization

16


7

Insights
from
corporate
identity,
organisational
identity, social identity, visual
identity,
corporate
brand
identity and corporate image

Balmer
(2008)

Researching forms of
identity:
corporate
identity,
organizational
identity, social identity,
image
recognition,
corporate brand identity
and company image

8

Corporate brand building in
different
small
business
growth stages

Halttu
(2009)

Research
on
brand
organization in smallscale companies and
organizations

9

Brand and branding: research
results and future priorities

Keller,
Lane;
Lehmann,
Donald R.
(2006)

Research to identify some
influential
works
on
branding; Some gaps exist
in brand research.

10

Discover the premise and
impact of brand image on
television
news:
An
application
of
brand
personality built in a multichannel news environment

ChanOlmsted;
Sylvia M.;

Cha,
Jiyoung
(2008)

Study the factors affecting
brand image, assess the
audience's awareness of
TV brands such as Fox,
MSNBC, CBS, NBC,
ABC.

In most of the previous studies on organizational brand and the relationship
between organizational brand and personal brand in the field of journalism, no research
has mentioned the relationship between the components of the brand. organizational
effects affect each other; At the same time, there has not been any research to mention
how brand organization has impacted on personal brand. This is the research gap that
this thesis wants to contribute to solving.
2.5.2. Some previous research on factors affecting personal brand
Table 3: Summary of some previous studies on Personal Branding
Author
Main research content
N
Name of the research topic
1

Personal Branding for Brits: How
To Sell Yourself To Find A Job,
Land A Promotion And Get
Ahead At Work)

Holloway
(2013)

Factors affecting personal
brand

2

Managing your personal brand

Gander
(2014)

These factors to build
successful personal brands

3

The Brand Called You: The
Ultimate Brand-Building and
Business Development

Montoya
and
Vandehey
(2003)

Factors affecting personal
branding

4

Shape me up!-A study of how
leaders in the Swedish financial

Elg and
Engdahl

The relationship between
organizational brand and

17


sector can use their personal
brand to shape the corporate
brand

(2013)

personal brand

5

The Effect of Specialized
Components on Personal Brand
Model Based on Individual
Competencies

Hossini et

al. (2014)

Factors affecting personal
brand

6

The
Personal
Branding
Phenomenon: Realize greater
influence,
explosive
income
growth
and
rapid
career
advancement by applying the
branding techniques of Michael,
Martha and Oprah

Montoya
and
Vandehey
(2002)

The special importance of
personal
branding and

personal
branding
techniques of a number of
celebrities.

7

Personal Branding: Create Your
Value. Proposition: Building
Your Personal Brand the Right
Way Will Let You Make a
Positive Impression on the
Decision Makers in Your
Organization and Build Your
Professional Presence

Morgan
(2011)

Personal brands create the
value of each individual.
Working hard, creative,
high quality work ...
combined with developing
personal brand properly will
help many people achieve
success.

8

Be Your Own Brand: A
Breakthrough
Formula
for
Standing Out from the Crowd

McNally
and Speak
(2004)

Study the nature of personal
branding. Everyone can
develop a different, positive
personal brand with people
around based on mutual
trust, not just image
building.

9

Me 2.0: Build a powerful brand to
achieve career success

Schawbel
(2009)

Personal branding decides
an important part of a
person's career. Technology
plays an important role in

developing each person's
personal brand.

10

Online
personal
branding:
Processes,
challenges
and
implications

Labrecque
et
al.
(2010)

Research on online personal
brands. This is a challenge
for many people, especially
when life and technology
are changing rapidly.

18


11

Discover personal

YouTube

brands

on

12

Social journalist: Using social
media life or creating a new
digital division?

Chen,
Chih-Ping
(2013)

This research finds potential
areas of development for
personal
branding
by
empowering
users
on
YouTube.

Hedman,
Ulrika;
DjerfPierre,
Monika

(2013)

Research on the level and
purpose of social media use
among journalists.

Previous research on personal brands has studied many issues such as the
importance of personal brands, personal brand development techniques of celebrities,
personal branding on the basis of social media and digital ... In it, only Hossini et al.'s
research (2014) studied the factors affecting personal branding. However, in Hossini et
al.'s research (2014), the research gap is unknown, assessing the internal impact factors
and support facilities. This thesis tries to solve that gap.

19


CHAPTER III: RESEARCH METHODS AND RESEARCH DATA
3.1. RESEARCH PROCESS
The research process consists of 5 steps: identifying research problems, theoretical
and modeling bases of research, qualitative research, formal quantitative research,
analysis and report writing.
3.2. RESEARCH METHODS
Research on the relationship between organizational brand and personal brand in
the field of journalism in Vietnam includes 2 main steps: qualitative research and
quantitative research.
Qualitative research by expert opinion survey to supplement and adjust the scale.
After conducting qualitative research to complete the scale, research conducted
quantitative analysis, SEM analysis (Structure Model) to determine the factors affecting
organizational brand, operative factors touch personal brand and the relationship
between organizational brand and personal brand in the field of journalism.

The study was carried out from January 2014 to August 2016. Survey time: 2017.
3.2.1. Qualitative research
3.2.1.1. Design of qualitative research
* Sampling method: Non-probability to find the survey objects who are knowledgeable
in the field of journalism, have personal prestige in the field of journalism and are
working at prestigious domestic press agencies.
* Sample size: Brand and marketing experts; journalists aged 30 to 60, have a minimum
degree of university; some journalists are working at: Vietnam Television, Sai Gon Giai
Phong Newspaper, Tuoi Tre Newspaper, Thanh Nien Newspaper, Nguoi Lao Dong
Newspaper ...
* Qualitative data collection method: Face-to-face face-to-face interviews to exchange
details of the research contents as well as scales in the study. Interviews were
conducted at agencies of interview subjects such as Sai Gon Giai Phong newspaper
editorial office, Youth newspaper editorial office, Youth newspaper editorial office, ...
The main content of the interviews is to identify observed variables of dependent
variables and independent variables given in the model. Participants in the interview
were asked to comment on the meaning of each variable and can make suggestions.
3.2.1.2. Results of qualitative research
Through discussions and discussions, respondents said that the study of organizational
brand and personal brand in the field of journalism in Vietnam today is very necessary,
especially in the context of competition on The information is increasingly fierce. In
order to build and successfully develop a brand in the field of journalism, not only the
efforts of organizations and individuals need but also the participation of scientists, it is
necessary to have a lot of scientific research in the field. this area. Subjects of the
survey are reporters and journalists, therefore, the topic of research on perceived brand
and personal brand is perceived.
3.2.2. Official research

20

Official research was conducted with quantitative methods through direct survey
techniques of journalists in Vietnam.
The number of issued votes is: 520 votes; The number of collected votes is: 515,
reaching 99.04% of the issued votes; The number of valid votes is: 508, accounting for
98.64% of the collected votes.
All data collected were processed by SPSS, AMOS, scale test, exploratory factor
analysis (EFA), SEM and regression analysis.
3.3. RESEARCH MODEL
3.3.1. Research models
3.3.1.1. Model of research on the relationship between perceived organizational brand
and perceived personal brand
Based on the theoretical basis, previous studies of Souiden et al. (2006), Saraniemi
et al. (2010) and the results of qualitative research, research model on the relationship
between perceived organizational brand and perceived personal brand is shown in the
picture.
Figure 1: Model of research on the relationship between perceived brand
organization and perceived personal brand

Source: Research proposal
3.3.1.2. Research model of factors affecting perceived personal brand
Hossini et al.'s research model (2014) with two groups of factors affecting personal
brand, which is the group of external factors and the group of factors of personal brand
builders. External factors include: Power resources; Empowerment - Ability to study
and Communicate, social relations. Group of personal factors of individual brand

21


builders include: Knowledge (general knowledge, special knowledge); Skills (hard

skills, soft skills) and Attitudes (personal attitudes, social attitudes).
Different from this research model, we discovered two more factors affecting other
perceived personal brand: Internal factors and support facilities. On that basis, we build
a new research model with 4 groups of factors: Self-factors of personal brand builders;
Internal factors; External factors and Supporting facilities (see Figure 3.3).
Figure 2: Research model of factors affecting the perceived personal brand

Source: Research proposal
3.3.2. Research Hypothesis
Research hypotheses on the relationship between perceived organizational brand
and perceived personal brand are developed in Chapter II, summarizing the hypotheses
in the following table:
Table 4: Summary of hypotheses of research on the relationship between
perceived organizational brand and perceived personal brand
Impact
Hypothesis
Content
The
name
of
the
press
agency
has
a
positive
influence
H1
+
on the perceived personal brand of journalists working

at the agency.
H2

The name of the press agency has a positive influence
on the image of the press agency

+

H3

The name of the press agency has a positive influence
on the reputation of that press agency.

+

H4

The name of the press agency has a positive influence
on the press agency's commitment.
The image of the press has a positive effect on the

+

H5

22

+

H6
H7
H8

H9
H10

perceived personal brand of journalists working at the
press.
The image of the press has a positive influence on the
reputation of the press agency.
The image of the press agency has a positive influence
on the press agency's commitment.
The reputation of the press has a positive influence on
the perceived personal brand of journalists working at
the press.
The reputation of the press agency has a positive effect
on the commitment to the press staff.
The press agency's commitment positively affects the
perceived personal brand of journalists working at the
press.

+
+
+

+
+

3.4. RESEARCH DESIGN

The Likert scale uses a 5-point format that requires survey participants to indicate
the extent to which they agree or disagree with some reports: 1. Strongly disagree; 2.
Do not agree; 3. Normal; 4. Agree; 5. Very agree
The expected scale is observed variables designed from previous studies and then
included in qualitative research.
3.4.1.Scale measure about the perceived personal brand
The perceived personal brand scale is presented in the following table:
Table 5: Measearement of perceived personal brand
Number

Variable
name

1

THCN1

2

THCN2

3

Content

The authors used

You are known by many readers
and colleagues in the journalism
field.

You have journalistic works that
attract the interest of readers.

Schawbel (2010)

THCN3

You are often assessed positively
by your colleagues about
professional competence and
journalism.

Lair et al. (2005),
Morgan (2011) and
Clark (2011), Hossini
et al. (2014)

4

THCN4

You are judged by people to be
ethical.

Isfahani et al. (2011),
Maxwell (2006)

5

THCN5

Isfahani (2011)

6

THCN6

7

THCN7

You are said to have made a
positive contribution to the
community.
You are considered to be able to
cooperate well with colleagues in
the field of journalism.
You often attend (for reporters) to
report or edit (for editors) or
23

Schawbel (2010),
Hossini et al. (2014)

Morgan (2011), Clark
(1995), Javadin (2009)
Qualitative research