Summary the Doctoral thesis of business Administration: To study organizational brand and personal brand in the press field in Vietnam

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: Identify the main components of the organizational brand perceived in the field of journalism. Find out and analyze the components of the perceived organizational brand that impact on perceived personal brand in the field of journalism.

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY OPEN UNIVERSITY

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

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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

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

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; Social-

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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

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

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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

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

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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

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

Outside

Power resources Financial power,

personal prestige, information power, predictive power, reference power

Earl Wang (2004), Joe Seng (2004)

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

Lair et al (2005), Morgan (2011), Clark (2011), Lyle (2012)Communication,

social relations

Connect ability;

Personal skills, organizational skills

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

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)

Attitude Personal attitude Optimistic, humility,

modest

Wetziatis (1995), Robins (2011)

Social attitude Mercy, flexibility Schwartz et al (2002),

Joe Seng, Caplan Moberi (2009),

Skills

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)

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 Self-factors 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,

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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

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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

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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

Number Name of the research topic Author Main research content

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

5 Factors Influencing Brand

Image in Banking Industry of

6 Internal Elements Influencing

the Corporate Brand Equity of

17

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 small-scale 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

multi-channel news environment

Olmsted;

Chan-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

N Name of the research topic Author Main research content

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

18

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

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

19

11 Discover personal brands on

YouTube

Chen, Chih-Ping (2013)

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

12 Social journalist: Using social

media life or creating a new

digital division?

Hedman, Ulrika;

Pierre, Monika (2013)

Djerf-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

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

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

22

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

H1 The name of the press agency has a positive influence

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.

+ H5 The image of the press has a positive effect on the +

23

press.

H6 The image of the press has a positive influence on the

reputation of the press agency +

H7 The image of the press agency has a positive influence

on the press agency's commitment. +

H8 The reputation of the press has a positive influence on

the press.

+

H9 The reputation of the press agency has a positive effect

on the commitment to the press staff. +

H10 The press agency's commitment positively affects the

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 You are known by many readers

and colleagues in the journalism field

Schawbel (2010)

2 THCN2 You have journalistic works that

attract the interest of readers Schawbel (2010), Hossini et al (2014)

3 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 You are said to have made a

positive contribution to the community

Isfahani (2011)

6 THCN6 You are considered to be able to

cooperate well with colleagues in the field of journalism

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

7 THCN7 You often attend (for reporters) to

report or edit (for editors) or

Qualitative research

24

browse (for managers and leaders) important events

8 THCN8 You are admired by many friends

and colleagues in the field of journalism

Isfahani et al (2011), Maxwell (2006)

3.4.2 Measurements on the components of the perceived brand organization the impact on perceived personal brand

Table 6: Measurements of components of the perceived brand organization the impact on the perceived personal brand in the field of journalism

Name

Name of press agency

1 TCQBC1 The name of the press agency that

publishes the famous / well-known press products (well known)

Souiden et al (2006)

2 TCQBC2 The name of the press agency is of

great interest

Qualitative research

3 TCQBC3 Press products are always

associated with the name of the press agency making press products

Souiden et al (2006)

4 TCQBC4 The name of the press agency

shows that the main readers need attention (class, gender, age )

Qualitative research

5 TCQBC5 Press products have both the name

of the press agency and the media type (such as newspapers, radio, television; daily newspapers, magazines, weekly newspapers, etc.)

Qualitative research

Image of press agencies

1 HACQBC1 The image of the press agency

represents the creator of creativity

in the field of journalism

Souiden et al (2006), Pina and Martinez (2006), Cretu and Brodie (2005)

2 HACQBC2 The image of the press agency is a

pioneer in journalism

Souiden et al (2006), Cretu and Brodie (2005)

3 HACQBC3 The image of the press agency is a

unit with success in the field of

Pina and Martinez (2006), Cretu and