International Journal of Social Science & Economic Research
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Le Thi Dieu Hien and Nguyen Quoc Nghi

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Le Thi Dieu Hien1 and Nguyen Quoc Nghi2
1. Department of Business Administration, College of Economics, Can Tho University.
2. Department of Marketing, College of Economics, Can Tho University.

Hien, Le Thi Dieu, and Nguyen Quoc Nghi. "FACTORS INFLUENCING THE BRAND SUPPORTING BEHAVIOR OF EMPLOYEES IN ELECTRICITY SUPPLIERS." Int. j. of Social Science and Economic Research, vol. 3, no. 11, Nov. 2018, pp. 5850-5863. November,
Hien, L., & Nghi, N. (2018). FACTORS INFLUENCING THE BRAND SUPPORTING BEHAVIOR OF EMPLOYEES IN ELECTRICITY SUPPLIERS. Int. J. of Social Science and Economic Research,3(11), november, 5850-5863. Retrieved November, 2018, from
Hien, Le Thi Dieu, and Nguyen Quoc Nghi. "FACTORS INFLUENCING THE BRAND SUPPORTING BEHAVIOR OF EMPLOYEES IN ELECTRICITY SUPPLIERS." Int. J. of Social Science and Economic Research, November, 3, no. 11 (2018): 5850-863. Accessed November 2018.

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The Structural Equation Modeling (SEM) was used in the study. Research data were collected from 245 employees working in electronics suppliers, and research results have shown that Organizational culture and Internal brand building play an important role and impact on the Work motivation, thereby promoting employees'Brand supporting behavior more actively. Among the factors that directly influence the Brand supporting behavior, Work motivation has the greatest impact on the Brand supporting behavior of the employees. Many administrative implications are proposed to enhance the brand supporting behavior of the employees in electronics suppliers.