Branding Leadership in Malaysian SMEs

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, impl...

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Bibliographic Details
Published in:Procedia, social and behavioral sciences social and behavioral sciences, 2014-05, Vol.130, p.54-58
Main Authors: Ahmad, Fauziah Sh, Quoquab, Farzana, Bahrun, Rohaizat, Mansor, Mohamad Naqiuddin Md
Format: Article
Language:English
Subjects:
Branding Implementation
Branding Leadership
Branding Perofrmance
SME Branding
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Summary: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.
ISSN:1877-0428
1877-0428
DOI:10.1016/j.sbspro.2014.04.007