| Revisit intention and satisfaction: The role of destination image, perceived risk, and cultural contact B Nguyen-Viet, D Huu Phuc, H Nguyen Ho Cogent Business & Management 7 (1), 1796249, 2020 | 204 | 2020 |
| The impact of green marketing mix elements on green customer based brand equity in an emerging market B Nguyen-Viet Asia-Pacific Journal of Business Administration 15 (1), 96-116, 2023 | 103 | 2023 |
| Towards sustainable development: Coupling green marketing strategies and consumer perceptions in addressing greenwashing S Rahman, B Nguyen-Viet Business Strategy and the Environment 32 (4), 2420-2433, 2023 | 85 | 2023 |
| Understanding the Influence of Eco-label, and Green Advertising on Green Purchase Intention: The Mediating Role of Green Brand Equity B Nguyen-Viet Journal of Food Products Marketing 28 (2), 87-103, 2022 | 80 | 2022 |
| Understanding online purchase intention: the mediating role of attitude towards advertising HH Nguyen, B Nguyen-Viet, YTH Nguyen, TH Le Cogent Business & Management 9 (1), 2095950, 2022 | 66 | 2022 |
| The role of selected marketing mix elements in consumer based brand equity creation: milk industry in Vietnam B Nguyen-Viet, T Nguyen Anh Journal of Food Products Marketing 27 (2), 72-88, 2021 | 46 | 2021 |
| Toward sustainable development and consumption: The role of the green promotion mix in driving green brand equity and green purchase Intention KC Dinh, B Nguyen-Viet Journal of Promotion Management 29 (6), 824-848, 2023 | 41 | 2023 |
| Export performance: Evidence from agricultural product firms in Vietnam Huyen Ngo-Thi-Ngoc & Bang Nguyen-Viet Cogent Business and Management 8 (1), 1861729, 2021 | 31 | 2021 |
| The influence of destination image components on tourist satisfaction and loyalty: A case study in Côn Đảo Islands, Vietnam B Nguyen-Viet African Journal of Hospitality, Tourism and Leisure 8 (4), Article 17, 2019 | 29* | 2019 |
| Corporate social responsibility and behavioral intentions in an emerging market: The mediating roles of green brand image and green trust B Nguyen-Viet, CT Tran, HTK Ngo Cleaner and Responsible Consumption 12, 100170, 2024 | 20 | 2024 |
| Empirical analysis of internet banking adoption in Vietnam B Nguyen-Viet, KN Huynh Cogent Economics & Finance 9 (1), 1992876, 2021 | 17 | 2021 |
| Inside the intention to join extracurricular activities: Integrating the theory of planned behavior and signaling theory D Huu Phuc, B Nguyen-Viet Cogent Education 8 (1), 1888672, 2021 | 17 | 2021 |
| Factors effect on tourist loyalty: a Case Study of Homestay Tourism in Ben Tre (Southern Vietnam) S Nguyen Van, B Nguyen-Viet African Journal of Hospitality, Tourism and Leisure 8 (1), 1-16, 2019 | 15 | 2019 |
| Green Marketing Functions: The Drivers of Brand Equity Creation in Vietnam B Nguyen-Viet, T Nguyen Anh Journal of Promotion Management 28 (7), 1055-1076, 2022 | 13 | 2022 |
| A Study on the Influence of Eco-Labels and Green Advertising on Green Brand Equity in Emerging Market B Nguyen-Viet Journal of Promotion Management 29 (2), 205-227, 2023 | 11 | 2023 |
| Attitudes towards gamification advertising in Vietnam: A social commerce context HH Nguyen, B Nguyen-Viet, YTH Nguyen Behaviour & Information Technology 43 (3), 845-861, 2024 | 10 | 2024 |
| Factors Affecting Satisfaction and Revisit-intention of Pilgrimage Tourists: Bà Chúa Xứ Shrine in Vietnam B Nguyen-Viet, SN Van International Journal of Religious Tourism and Pilgrimage 9 (4), Article 9, 2021 | 8* | 2021 |
| Promoting fintech: Driving developing country consumers’ mobile wallet use through gamification and trust S Rahman, B Nguyen-Viet, YTH Nguyen, S Kamran International Journal of Bank Marketing 42 (5), 841-869, 2024 | 7 | 2024 |
| Vietnamese consumer's perspective on green beauty care products: Exploring the impact of animal welfare concerns and skepticism toward green advertising B Nguyen-Viet, ATL Nguyen Acta Psychologica 244, 104210, 2024 | 7 | 2024 |
| Enhancing satisfaction among Vietnamese students through gamification: The mediating role of engagement and learning effectiveness B Nguyen-Viet, B Nguyen-Viet Cogent Education 10 (2), 2265276, 2023 | 7 | 2023 |
