The Relationship Between Corporate Culture and Employee-Based Brand Equity with Supply Chain Performance in Petroleum Enterprises in Vietnam

Abstract

The objective of this paper is to study the relationship between Internal Brand, Corporate Culture (VHDN) affecting Supply Chain Performance through the mediating role of Employee-based Brand Equity (THNV) in Vietnamese petroleum enterprises. The study conducted testing and analysis of the Structural Equation Model (SEM) “Employee-based Brand Equity Affects Supply Chain Performance at Some Large Petroleum Enterprises in Vietnam” followed by Bootstrap with a sample size of 2000. The results of the study showed that the factors of Internal Brand (THNB), Corporate Culture (VHDN) , Employee Satisfaction (HL); Brand Commitment (CKTH) and Brand Knowledge (KTTH) all positively affected Supply Chain Performance of Vietnamese petroleum companies. Based on these results, the author proposes some management implications to help business leaders come up with solutions to improve the Supply Chain Performance (HQCCU) of the Vietnamese petroleum industry.