Abstract
This study analyzes the factors influencing employer brand equity in the Vietnamese banking sector. Drawing on branding theory, the research model incorporates four influencing factors: job interest, coworker relationships, compensation policies, and work environment. The study was conducted in two stages, including a qualitative phase to refine measurement scales and a quantitative phase based on survey data from 177 bank employees. The data were analyzed using exploratory factor analysis and linear regression. The results indicate that all four factors have positive and statistically significant effects on employer brand equity, with coworker relationships exerting the strongest influence. Accordingly, the study confirms the critical role of internal work experience and highlights the need to develop a positive and cohesive work environment to enhance the attraction and retention of high-quality human resources.
Keywords: Work environment, compensation policies, coworker relationships, employer brand equity, An Giang.
JEL classification: M31, M51, G21.
DOI: 10.63767/TCKT.39.2026.32.40
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
