Tóm tắt:
Trong bối cảnh cạnh tranh của giáo dục đại học, tài sản thương hiệu dựa trên nhân viên (GTNV) đã nổi lên như một yếu tố quan trọng trong việc thúc đẩy tính bền vững và khả năng cạnh tranh của trường. Nghiên cứu này điều tra các mối quan hệ giữa lãnh đạo chuyển đổi (PCLD), văn hóa tổ chức (VHTC), sự rõ ràng về vai trò (VTRR) của nhân viên, cam kết thương hiệu (CKTH) và GTNV, tập trung vào vai trò điều tiết của vốn tâm lý tích cực (TLTC). Dữ liệu được thu thập từ 385 giảng viên và nhân viên tại các trường đại học tại Thành phố Hồ Chí Minh và được phân tích bằng phương pháp mô hình phương trình cấu trúc bình phương nhỏ nhất từng phần (PLS-SEM). Những phát hiện chính chỉ ra rằng VTRR của nhân viên làm trung gian đáng kể cho tác động của VHTC và sự PCLD đối với GTNV. Tương tự, CKTH được cho là có ảnh hưởng tích cực đến tài sản thương hiệu của nhân viên và làm trung gian cho những tác động của sự PCLD và VHTC. VHTC mạnh mẽ nâng cao sự rõ ràng và cam kết của vai trò nhân viên. PCLD có tác động cùng chiều đến VTRR của nhân viên và cam kết với thương hiệu. Đặc biệt, nghiên cứu còn tìm hiểu vai trò điều tiết của TLTC. Kết quả cho thấy vốn tâm lý tăng cường ảnh hưởng của VHTC đến VTRR, cùng sự PCLD đối với VTRR và CKTH. Nghiên cứu này góp phần thúc đẩy những tiến bộ về mặt lý thuyết, đồng thời cung cấp những hiểu biết thực tế để cải thiện chiến lược quản lý trường đại học và phát triển thương hiệu.
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Abstract:
In the increasingly competitive landscape of higher education, employee-based brand equity (EBBE) has become a pivotal factor for promoting institutional sustainability and competitiveness. This study examines the relationships among transformational leadership, organizational culture, employees' role clarity, brand commitment, and EBBE, with a particular focus on the moderating role of positive psychological capital. Data were collected from 385 faculty members and staff at universities in Ho Chi Minh City and analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that employees' role clarity significantly mediates the effects of both organizational culture and transformational leadership on EBBE. Similarly, brand commitment positively influences EBBE and mediates the impact of transformational leadership and organizational culture. A strong organizational culture enhances both employees’ role clarity and brand commitment, while transformational leadership positively affects these outcomes as well. Notably, positive psychological capital moderates these relationships, strengthening the effect of organizational culture on role clarity and enhancing the effects of transformational leadership on both role clarity and brand commitment. This study advances theoretical understanding and provides practical insights for enhancing university management and brand development strategies.