Corporate governance and brand performance

Abstract

Purpose– This investigation into listed companies at the Ho Chi Minh City Stock Exchange (HOSE) in Vietnam aims to discern whether such constructs as trust and ethics act as precursors for brand performance with the mediating role of corporate governance.Design/methodology/approach– Three hundred and twelve responses returned from self-administered structured questionnaires relayed to 1,163 middle-level managers were dissected via ANOVAs and structural equation modelling.Findings– From the findings emerged the interconnections between ethics of justice and calculation-based trust. Ethics of care, on the other hand, tends to cultivate knowledge-based trust and identification-based trust, which in turn positively impact corporate governance. The findings also paved the path from strong corporate governance to high brand performance.Originality/value– From the findings of the study, the insight into the interconnection pattern of brand performance and its antecedents highlights the magnitude of ethics training program as well as the construction of knowledge-based trust, identification-based trust as well as strong corporate governance in optimizing brand performance in listed companies in Vietnam market.