The effect of brand personality on brand equity for SMEs brand
Current business landscape is characterized by a highly challenging and competitive environment. Thus, it is imperative for companies to increase their competitiveness level in the market. In the strategic brand management literature, little attention has been paid to investigating the impact of b...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/21484/1/JGBSE%203%205%202016%2019%2033.pdf |
| _version_ | 1825804567878565888 |
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| author | Mat Daud, Suhaini Abd Ghani, Noor Hasmini Abdullah, Sahadah |
| author_facet | Mat Daud, Suhaini Abd Ghani, Noor Hasmini Abdullah, Sahadah |
| author_sort | Mat Daud, Suhaini |
| collection | UUM |
| description | Current business landscape is characterized by a highly challenging and competitive environment.
Thus, it is imperative for companies to increase their competitiveness level in the market. In the
strategic brand management literature, little attention has been paid to investigating the impact of brand personality on brand equity. Hence, the purpose of this paper is to discuss empirically the effect of brand personality on brand equity in the Small and Medium Enterprises (SMEs) food industry in Malaysia.The data were collected using intercept survey of 538 consumers of SMEs food product in Northern region of Malaysia.The gathered data was further analysed using Structural Equation Modeling Smart PLS 3.0 software.Results revealed that brand personality
does significantly affect brand equity and its dimensions. |
| first_indexed | 2024-07-04T06:17:40Z |
| format | Article |
| id | uum-21484 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:17:40Z |
| publishDate | 2016 |
| record_format | eprints |
| spelling | uum-214842017-04-05T06:30:03Z https://repo.uum.edu.my/id/eprint/21484/ The effect of brand personality on brand equity for SMEs brand Mat Daud, Suhaini Abd Ghani, Noor Hasmini Abdullah, Sahadah HB Economic Theory Current business landscape is characterized by a highly challenging and competitive environment. Thus, it is imperative for companies to increase their competitiveness level in the market. In the strategic brand management literature, little attention has been paid to investigating the impact of brand personality on brand equity. Hence, the purpose of this paper is to discuss empirically the effect of brand personality on brand equity in the Small and Medium Enterprises (SMEs) food industry in Malaysia.The data were collected using intercept survey of 538 consumers of SMEs food product in Northern region of Malaysia.The gathered data was further analysed using Structural Equation Modeling Smart PLS 3.0 software.Results revealed that brand personality does significantly affect brand equity and its dimensions. 2016-09 Article PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/21484/1/JGBSE%203%205%202016%2019%2033.pdf Mat Daud, Suhaini and Abd Ghani, Noor Hasmini and Abdullah, Sahadah (2016) The effect of brand personality on brand equity for SMEs brand. Journal of Global Business and Social Entrepreneurship (GBSE), 3 (5). pp. 19-33. ISSN 2462-1714 http://gbse.com.my/22nov16/Paper%20Siap-3-.pdf |
| spellingShingle | HB Economic Theory Mat Daud, Suhaini Abd Ghani, Noor Hasmini Abdullah, Sahadah The effect of brand personality on brand equity for SMEs brand |
| title | The effect of brand personality on brand equity for SMEs brand |
| title_full | The effect of brand personality on brand equity for SMEs brand |
| title_fullStr | The effect of brand personality on brand equity for SMEs brand |
| title_full_unstemmed | The effect of brand personality on brand equity for SMEs brand |
| title_short | The effect of brand personality on brand equity for SMEs brand |
| title_sort | effect of brand personality on brand equity for smes brand |
| topic | HB Economic Theory |
| url | https://repo.uum.edu.my/id/eprint/21484/1/JGBSE%203%205%202016%2019%2033.pdf |
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