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MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY OPEN UNIVERSITY NGUYEN VINH LUAN THE RELATIONSHIP AMONG EMPLOYER BRANDING, EMPLOYEE ENGAGEMENT AND EMPLOYEE PERFORMANCE BUSINESS ADMINISTRATION DOCTORAL DISSERTATION Ho Chi Minh City, 2021 MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY OPEN UNIVERSITY NGUYEN VINH LUAN THE RELATIONSHIP AMONG EMPLOYER BRANDING, EMPLOYEE ENGAGEMENT AND EMPLOYEE PERFORMANCE Major: Business Administration Code: 62 34 01 02 DOCTORAL DISSERTATION Supervisor: Professor, Nguyen Minh Ha, Ph.D Ho Chi Minh City Open University Ho Chi Minh City, 2021 STATEMENT OFAUTHORSHIP The thesis titled “The relationship among employer branding, employee engagement and employee performance” has been submitted for the degree of Doctor of Business Administration Except for the references cited in this dissertation, I hereby declare that the whole or parts of this dissertation have not been published or used to obtain the degree elsewhere No other person's work/research may be used in this thesis that is not properly cited This thesis has never been submitted for any degree at any other university or training institution Ho Chi Minh City, …/…/ 2021 Nguyen Vinh Luan ACKNOWLEDGEMENTS "The relationship among employer branding, employee engagement and employee performance" Doctoral Thesis has been completed at Ho Chi Minh City Open University To complete this thesis, I have received guidance, enthusiastic support and encouragement from teachers, family, colleagues, relatives and friends as follows: I would like to express my deep gratitude to Graduate Lecturers at Ho Chi Minh City Open University with their background knowledge provision for my study activities In particular, my most sincere thank is dedicated to my scientific supervisor, Prof Nguyen Minh Ha, Ph.D for his completely enthusiastic guidance towards my completion I appreciate my beloved Father, Mother and Family members for their lifetime support and encouragement Concurrently, I would like to thank Board of Directors and employees of DOMESCO Medical Import-Export Joint Stock Company and those of IMEXPHARM Pharmaceutical Joint Stock Company in creating favorable conditions towards my study period as well as my brothers and sisters at companies and organizations with their enthusiastic assistance during my research data collection process Last but not least, I would like to thank my classmates at PhD training courses at Ho Chi Minh City Open University for their accompanying with this thesis completion Ho Chi Minh City, … /…/2021 ABSTRACT The dissertation research on the relationship between employer branding (comprising 10 factors: Corporate social responsibility, Promotion, WorkLife Balance Satisfaction, Education, Behavior-based family interference with work, Travel opportunities, Time-based work interference with family, Teamwork, Supporting, Strain-based family interference with work), employer attractiveness (including factors: social value, developmental value, application value, safety value and economic value), employee engagement (consisting of factors: dedication, vigor and absorption) and employee performance (made up of factors: Teamwork, Innovator and Job) The dissertation uses a combination of qualitative and quantitative research methods (mixed method) in implementation process Qualitative research method is used in developing interview questionnaires through direct exchanges to get expert opinions and group discussion related to built scale content, supplementing the scales is complete and appropriate to Vietnamese context Quantitative research methods are used in the data analysis process Quantitative analysis steps are composed of analyzing scale reliability by Cronbach's alpha coefficient, exploratory factor analysis (EFA), SEM structural model analysis This dissertation uses convenient sampling method (non-probability) with the participants as employees working in enterprises and organizations in Vietnam, in which the official sample size is 937 samples The results of testing the hypotheses in the detailed research model are as follows: a) Employer branding has a positive impact on employer attractiveness; b) Employer branding has a positive impact on employee engagement; c) Employer branding has no impact on employee performance; d) Employer attractiveness has a positive impact on employee engagement; e) Employer attractiveness has a positive impact on employee performance; f) Employee engagement has no impact on employee performance Based on hypothesis testing outcomes in the research model, the dissertation discusses the results and proposes managerial implications to provide managers with measures towards the improved quality of employer branding besides employer attractiveness development so as to better employee engagement and employee performance Page i CONTENT CONTENT i LIST OF TABLES v LIST OF FIGURES ix CHAPTER 1: INTRODUCTION 1.1 PROBLEM STATEMENTS 1.1.1 Practical reasons 1.1.2 Literature review 1.1.3 From previous studies 1.1.4 Problem statements 1.2 RESEARCH OBJECTIVE AND RESEARCH QUESTIONS .13 1.3 RESEARCH SCOPE AND RESEARCH PARTICIPANT .14 1.3.1 Research Scope 14 1.3.2 Research Participant 14 1.3.3 Time of survey 14 1.4 NEW FINDINGS 14 1.5 STUDY SIGNIFICANCE 15 1.6 THESIS STRUCTURE 17 CHAPTER 2: LITERATURE REVIEW 19 2.1 CONCEPTS 19 2.1.1 Employer Branding 19 2.1.2 Employer Attractiveness 22 2.1.3 Employee Engagement 24 2.1.4 Employee Performance 25 2.2 MAIN THEORIES 27 2.2.1 Social exchange theory 28 Page ii 2.2.2 Person – Organization Fit Theory 36 2.2.3 Theory of Employer Branding 46 2.2.4 Theory of Employee Engagement 50 2.2.5 Theory of planned behavior and social cognitive theory 53 2.2.6 Reviewing previous studies 58 2.2.7 The research gap 119 2.3 RESEARCH HYPOTHESIS AND STUDY MODEL 120 2.3.1 Impact of employer branding on employer attractiveness 120 2.3.2 Impact of employer branding on employee engagement 129 2.3.3 Impact of employer branding on employee performance 133 2.3.4 Impact of employer attractiveness on employee engagement .136 2.3.5 Impact of employer attractiveness on employee performance 150 2.3.6 Impact of employee engagement on employee performance 163 2.4 PROPOSED RESEARCH MODEL 166 SUMMARY OF CHAPTER 166 CHAPTER 3: METHODOLOGY 169 3.1 RESEARCH DESIGN 169 3.2 SAMPLING AND DATA COLLECTION 171 3.2.1 Sampling 171 3.2.2 Data collection 172 3.3 SCALE MEASUREMENTS 175 3.3.1 From literature 180 3.3.2 Opinions of the expert interviews and groups discussions 180 3.3.3 The complete scale 186 3.3.4 Scale measurements 189 3.4 DATA ANALYSIS TECHNIQUE 207 3.4.1 Descriptive statistics 209 3.4.2 Internal consistency reliability 209 3.4.3 Convergent validity 210 Page iii 3.4.4 Discriminant Validity 211 3.4.5 Multi-collinear assessment 211 3.4.6 Path coefficients of the structure model 211 3.4.7 Determination coefficient (R² value) 212 3.4.8 Impact coefficient f² 213 3.4.9 Blindfolding and predict relevance Q² 213 SUMMARY OF CHAPTER 214 CHAPTER 4: RESULTS ANALYSIS 216 4.1 DESCRIPTIVE STATISTICS 216 4.1.1 Demographic 216 4.1.2 Scale descriptive 220 4.2 SCALE VALIDITY ASSESSMENT 242 4.2.1 Cronbach Alpha 242 4.2.2 Explore Factor Analysis (EFA) 262 4.3 MEASUREMENT MODEL VALIDITY ASSESSMENT .275 4.3.1 Employer Branding 275 4.3.2 Employer Attractiveness 279 4.3.3 Employee Engagement 282 4.3.4 Employee Performance 284 4.4 STRUCTURAL MODEL ASSESSMENT 287 4.4.1 Multi-collinear assessment 287 4.4.2 Determination coefficient (R² value) 288 4.4.3 Impact coefficient f² 288 4.4.4 Blindfolding and predict relevance Q² 289 4.4.5 Path coefficients of the structure model & Hypothesis Testing 290 4.5 RESULT DISCUSSION 293 4.5.1 Discussion the results of the research Scale 293 4.5.2 Discussion research model and hypothesis 304 Page iv SUMMARY CHAPTER 321 CHAPTER 5: CONCLUSION & POLICY IMPLICATIONS 322 5.1 CONCLUSION 322 5.2 NEW FINDINGS 323 5.3 MANAGERIAL POLICY IMPLICATIONS 327 5.4 LIMITATION & FUTURE RESEARCH 332 5.4.1 Limitation 332 5.4.2 Future research 333 REFERENCES 335 LIST OF THE ARTICLES RELATED TO THE THESIS 386 APPENDIX A: THE EXPERTS AND GROUP LIST A-1 APPENDIX B: THE INTERVIEW PROTOCOL SAMPLE .A-4 APPENDIX C: THE ORGINAL SCALE A-33 APPENDIX D: THE EXPERT INTERVIEW RECORD .A-45 APPENDIX E: THE EXPERT INTERVIEW RECORD .A-68 APPENDIX F: THE EXPERT INTERVIEW RECORD .A-89 APPENDIX G: THE EXPERT INTERVIEW RECORD A-111 APPENDIX H: THE GROUP INTERVIEW RECORD .A-133 APPENDIX I: THE GROUP INTERVIEW RECORD .A-155 APPENDIX J:THE SCALE AFTER QUANLITATVE RESEARCH .A-178 APPENDIX K: THE SURVEY QUESTIONAIRE A-193 APPENDIX L: THE SURVEYED COMPANY LIST A-209 Page A-205 PRIVATE INFORMATION Could you please introduce yourself? Gender: Male   Female Your month Less than m From to les From 10 to le Over 20 mill Your Qualif Unskilled Intermediate Colleges  University  Graduate Your age:… Your home t The Mekong The Southeas The Central H The Northern Your Job Production/T Business  Back Office Appendix K Page A-206 Your married status Single   Married Type of your company: Private enterprise  One member limited liability companies (100% government) member limited liability companies (100% private) Joint venture company 10 A limited liability company Shareholding companies Healthcare Others One  Multinational company Education         Appendix K Page A-207 PART 2: SECTION FOR MANAGERS D EMPLOYEE PERFORMANCE As a direct manager, you evaluate the employee's performance (answered the survey factors in part 1: A, B and C above) through factors such as work, What is your career, creativity, team spirit, and working for the organization? The form responds by rounding off a number on each line These numbers indicate the degree to which you agree or disagree with the following convention statements: Strongly disagree Tea Code I Wor abo TEA1 Wo TEA2 Doi TEA3 TEA4 TEA5 TEA6 TEA7 Ma Hel be See gro Doi his/ Wo Appendix K Page A-208 TEA8 II Res gro Inn Cre Wo INO1 INO2 INO3 Cre INO4 Com INO5 See INO6 III Fin Dev care Job Doi JOB1 Qu JOB2 Qua JOB3 Acc Thank you for your supporting! Appendix K Page A-209 APPENDIX L: No Name IMEXPHARM DOMESCO DƯỢC HẬU (DHG) TRAPHARCO SHINE VIETCOMBANK SACOMBANK BIDV Appendix L Page A-210 AGRIBANK 10 VIETINBANK 11 PETIMEX 12 PVOIL 13 14 VINH HOAN PHAT TIEN 15 CO MAY 16 PILMICO Appendix L Page A-211 17 18 19 20 21 BIA SAGOTA VINASOY BICH CHI PEPSICO VINAMILK 22 INSEE 23 24 BUILDING MATERIALS CONSTRUCTION UNILEVER Appendix L Page A-212 25 VIET SUCCESSFUL 26 27 KIEM BEN VIETTEL 28 29 VINAFONE MOBIFONE 30 TAM TRI HOSPITAL 31 THAI HOA HOSPITAL 32 COMMUNITY COLLEGE – Appendix L Page A-213 33 DONG UNIVERSITY 34 UNIVERSITY POLYTECHNIC HO CHI MINH CITY 35 UNIVERSITY MEDICINE PHARMACY AT HO CHI MINH CITY 36 DONG CONTRUCTION LOTTERY 37 BEN CONTRUCTION LOTTERY Appendix L ... the scales is complete and appropriate to Vietnamese context Quantitative research methods are used in the data analysis process Quantitative analysis steps are composed of analyzing scale reliability... of factors: Teamwork, Innovator and Job) The dissertation uses a combination of qualitative and quantitative research methods (mixed method) in implementation process Qualitative research method... INTERVIEW RECORD .A-133 APPENDIX I: THE GROUP INTERVIEW RECORD .A-155 APPENDIX J:THE SCALE AFTER QUANLITATVE RESEARCH .A-178 APPENDIX K: THE SURVEY QUESTIONAIRE A-193 APPENDIX L: THE SURVEYED