The Impact of Brand Equity on Employee’s Opportunistic Behavior: A Case Study on Enterprises in Vietnam

Brand is considered a valuable asset that business wants to create and maintain growth throughout its cycle. This paper examines the impact of corporate brand equity on employees’ opportunistic behavior. The uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis structural model with scale 609 samples employees enterprises in Vietnam. results show has negative In relationship between these two factors, trust emotional engagement act as intermediate factors. Additionally, demonstrates positive effect all three components employee engagement, including computational standards-based engagement. On basis, suggests number recommendations minimize behavior enterprise. findings this study have shown importance These are meaningful contributions both theory practice help businesses gain deeper insight into need pay attention building developing durable for businesses. At same time, it an important basis next projects.