| Summary: | Performance of SMEs could be increased if they
possess resources that are superior to help generate sustainable competitive advantage. Previous research does not provide a comprehensive explanation for SME performance through brand equity perspectives.This study hence, attempts to fill the gap by integrating Brand Equity Creation Process Model and Resource Based View in explaining SMEs performance. In particular this paper, sought to examine SMEs performance by investigating the relationship between market orientation, brand equity and performance. Survey data of 278 SMEs owners and managers all around Malaysia was used to test the relationship between the constructs of the study.In general, this study is in line with resource based theory that proposes that unique, rare, inimitable and non-substitutable resources especially on customer orientation and inter-functional department will create competitive advantage and hence increase performance of SMEs.
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