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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...

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Main Authors: Mat Daud, Suhaini, Abd Ghani, Noor Hasmini, Abdullah, Sahadah
Format: Article
Language:English
Published: 2016
Subjects:
HB Economic Theory
Online Access:http://repo.uum.edu.my/21484/1/JGBSE%203%205%202016%2019%2033.pdf
http://repo.uum.edu.my/21484/
http://gbse.com.my/22nov16/Paper%20Siap-3-.pdf
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spelling my.uum.repo.214842017-04-05T06:30:03Z http://repo.uum.edu.my/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 http://repo.uum.edu.my/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
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic HB Economic Theory
spellingShingle HB Economic Theory
Mat Daud, Suhaini
Abd Ghani, Noor Hasmini
Abdullah, Sahadah
The effect of brand personality on brand equity for SMEs brand
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.
format Article
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
title 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_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_sort effect of brand personality on brand equity for smes brand
publishDate 2016
url http://repo.uum.edu.my/21484/1/JGBSE%203%205%202016%2019%2033.pdf
http://repo.uum.edu.my/21484/
http://gbse.com.my/22nov16/Paper%20Siap-3-.pdf
_version_ 1644283250373296128
score 13.211869

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