Universiti Teknologi Malaysia Institutional Repository

Branding leadership in Malaysian SMEs

Sh. Ahmad, Fauziah and Quoquab, Farzana and Bahrun, Rohaizat and Md. Mansor, Mohamad Naqiuddin (2014) Branding leadership in Malaysian SMEs. 4th International Conference on Marketing and Retailing 2013 (INCOMAR 2013), 130 . pp. 54-58. ISSN 1877-0428

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Official URL: https://doi.org/10.1016/j.sbspro.2014.04.007

Abstract

The study empirically examines the inter relationships among various branding constructs of leaders or entrepreneurs in small and medium sized enterprises (SMEs). The study employs structural equation modeling through a new branding leadership model comprises of branding leadership, challenges, implementation and performance. The results confirm significant relationships among the constructs. The major fit indices indicate good data fit to the proposed model. The findings provide meaningful insights to SME leaders. It also fill the gaps in literature by statistically validating the model of branding leadership in Malaysia that may implicate other economic zones with similar situations.

Item Type:Article
Uncontrolled Keywords:branding leadership, branding implementation, branding perofrmance
Subjects:H Social Sciences > HD Industries. Land use. Labor
Divisions:International Business School
ID Code:52034
Deposited By: Narimah Nawil
Deposited On:01 Feb 2016 11:52
Last Modified:14 Oct 2018 16:37

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