J. for International Business and Entrepreneurship Development (6 papers in press)

Regular Issues

• Partner performance from consideration in partner selection fostering organisational performance: An analysis of mediating roles of co-creation  
  by Thi Van Trang Tran, Cong Duc Tran, Mai Ngoc Khuong 
  Abstract: This study examined the impact of partner variables on co-creation processes, knowledge-sharing, and firm success. Data were gathered from property owners, chief executive officers, vice directors, management board assistants, and department heads of SMEs. A total of 550 valid responses were analysed using PLS-SEM. The results indicate the influence of partners' expenditures, attributes, flexibility, co-creation, knowledge-sharing, and organisational performance in an emerging market. Furthermore, the results highlight the significance of partners in facilitating co-creation processes, knowledge sharing, and improving firm performance. This research offers managers of SMEs valuable insights into how to identify suitable partners to increase co-creation value and improve organisational performance. These findings can inform strategies to improve business results.
  Keywords: partners' expense; partners' attribute; partners' flexibility; co-creation; knowledge sharing; firm performance.
  DOI: 10.1504/JIBED.2025.10073218
   
  
• Boosting work performance: the strategic impact of socially responsible human resource management on prestige and engagement  
  by Hoang Tuan Tran, Hoang Phuc Tran, Tran Phuong Vi Le, Cat Vi Le, Hong Uyen Nguyen, Sinh Duc Hoang 
  Abstract: Using social identity theory, we explore how socially responsible human resources management (SRHRM) enhances employee engagement, performance, and perceived external reputation, focusing on Vietnam, an emerging market. Using a time-lagged survey of 443 employees, the findings show that SRHRM improves employee engagement and performance through external reputation while also demonstrating the moderating effect of leadership vision on these relationships. The study highlights the importance of leadership vision and SRHRM in building a strong organizational identity, boosting employee morale, and enhancing external reputation. The practical implications suggest that organizations can leverage SRHRM and leadership vision to create a more sustainable competitive advantage.
  Keywords: SRHRM; corporate social responsibility; sustainability; strategic human resources management; perceived external prestige; work performance; work engagement; leader vision; social identity theory.
  DOI: 10.1504/JIBED.2025.10073944
   
  
• Harnessing user voices: the role of user-generated content in shaping customer-based brand equity for gadget brands  
  by Intania Prabadianti, Popy Rufaidah, Abdullah Almashayekhi 
  Abstract: This study examines how different dimensions of user-generated content co-creation, empowerment, community and self-concept affect various components of customer-based brand equity, brand awareness, brand loyalty, perceived quality, brand associations, and trustworthiness. Using a quantitative approach, data were collected from 409 respondents who had created user-generated content for Apple products in Indonesia. Partial least squares structural equation modelling (PLS-SEM) was used to analyse these relationships. The findings revealed that each dimension was interrelated, with the relationship between community engagement and brand loyalty and trust being the most significant, whereas empowerment significantly enhances perceived quality and brand associations. Co-creation primarily contributes to brand awareness, whereas self-concept strengthens brand associations and loyalty. This study extends existing brand equity models by incorporating trustworthiness as a dimension and providing new insights into consumer-brand relationships shaped by user-generated content. These findings offer strategic recommendations for brand managers to optimise digital engagement strategies.
  Keywords: user-generated content; customer-based brand equity; gadget industry; Apple products; trustworthiness.
  DOI: 10.1504/JIBED.2025.10074222
   
  
• Bridging the gap between purchase intention and buying behaviour of young Vietnamese consumers in sustainable fashion  
  by Phu Nguyen, Thuy Pham 
  Abstract: Although Vietnamese consumers have become more knowledgeable about sustainability, a significant gap remains between their stated intentions to purchase sustainable apparel and their actual buying behavior. This paper aims to explore factors influencing purchase intention and barriers to actual purchase by using an extended Theory of Planned Behavior (TPB) and Assessing Perceived Risks (APR). A quantitative research approach was employed, analyzing survey data from 256 young urban Vietnamese consumers using Structural Equation Modelling (SEM). The findings indicate that positive attitudes towards sustainable fashion, subjective norms, and sustainability concerns increase purchase intention, whereas perceived behavioral control does not. Moreover, perceived economic risk negatively affects the intention-behavior relation, while perceived aesthetic risk has no significant effect. These insights offer the need for fashion retailers to address economic concerns through competitive pricing strategies, transparent value communication, and emphasizing the long-term benefits of sustainable fashion.
  Keywords: theory of planned behavior; sustainability; sustainable fashion; intention-behavior gap; Vietnam; young consumers; SEM; perceived economic risk; perceived aesthetic risk; consumer behavior.
  DOI: 10.1504/JIBED.2025.10074223
   
  
• The impacts of entrepreneurial orientation and market orientation in the franchising industry: empirical evidence from franchisee firms in Vietnam  
  by Thi Thao Hien Bui, Manimekalai Jambulingam 
  Abstract: This study investigates the influence of entrepreneurial orientation and market orientation in Vietnam's F&B industry, focusing on their mediating roles between environmental dynamism, human capital, and franchisee performance. Using Partial Least Squares path modelling on data from 375 top management levels in franchisee firms, the study finds that environmental dynamism, human capital, entrepreneurial orientation, and market orientation positively impact franchisee performance. Additionally, entrepreneurial and market orientations mediate the effects of environmental dynamism and human capital on performance. The findings suggest that enhancing entrepreneurial and market orientation capabilities can boost franchisee profitability and competitiveness. This study contributes theoretically by integrating internal capabilities and resources with external environmental factors, marking the insightful comprehensive examination of these relationships in the F&B franchise sector. It underscores the critical mediating roles of entrepreneurial and market orientations in enhancing franchisee performance and promote franchise success.
  Keywords: human capital; environmental dynamism; market orientation; entrepreneurial orientation; franchisee performance.
  DOI: 10.1504/JIBED.2025.10074329
   
  
• How green human resource management influences employee pro-environmental behaviour: the mediation effects of green self-efficacy, green mindfulness and green transformational leadership  
  by Thi Thao Hien Bui, Vo Hien Chau Nguyen, Nguyet Que Tran 
  Abstract: Climate change has become a pressing global issue, with significant economic and environmental consequences. Vietnam is facing alarming rates of environmental degradation and resource depletion, especially in the manufacturing industry. The study examines the influence of green human resource management on pro-environmental behaviour. Additionally, this study seeks to analyse the mediating roles of green mindfulness and green self-efficacy, green transformational leadership in the relationship between green human resource management and pro-environmental behaviour. This study uses the structural equation model based on 536 respondents from the Vietnam manufacturing industry. The results highlight the green mindfulness and green self-efficacy, green transformational leadership both directly and indirectly affect pro-environmental behaviour. This research contributes to the literature by demonstrating how the development of green human resource management practices can enhance green mindfulness, green self-efficacy, green transformational leadership, and pro-environmental behaviour. It offers valuable insights for industry leaders and policymakers in formulating effective green human resource management practices and strategies to promote environmental sustainability within the Vietnamese context.
  Keywords: green human resource management; green self-efficacy; green mindfulness; pro-environmental behaviour.
  DOI: 10.1504/JIBED.2025.10074330