The effects of brand strategy and design innovation on the brand performance of the Malaysian furniture firms / Puteri Fadzline Muhamad Tamyez

Muhamad Tamyez, Puteri Fadzline (2015) The effects of brand strategy and design innovation on the brand performance of the Malaysian furniture firms / Puteri Fadzline Muhamad Tamyez. In: The Doctoral Research Abstracts. IPSis Biannual Publication, 7 (7). Institute of Graduate Studies, UiTM, Shah Alam.

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Abstract

Brand strategy and design innovation is frequently discussed as key sources of competitive advantage and subsequent brand performance, particularly in the context of SMEs and large sized firms. One of the sectors that are affected by the growth of branding and design innovation is the furniture manufacturing sector. However, there is a concern of whether the manufacturers are fully equipped with branding strategy and design innovation. This ambiguity comes largely from determinants of brand performance in the SME context that have received only limited research attention. This research addresses this issue. Therefore, the main objective of this study is to examine the effects of brand strategy and design innovation on the brand performance of the Malaysian furniture firms. More specifically, this research empirically examines (1) The influence of brand barriers on brand orientation (2) The influence of brand orientation towards brand distinctiveness (3) The relationship between brand orientation and brand performance (4) The relationship between brand distinctiveness and brand performance (5) The influence of brand distinctiveness on design innovation (6) The relationship between design innovation and its dimensions (7) The effect of design innovation on brand performance (8) brand distinctiveness as a mediator between brand orientation and brand performance (9) design innovation as a mediator between brand distinctiveness and brand performance, along with twelve hypotheses…

Item Type: Book Section
Creators:
CreatorsEmail
Muhamad Tamyez, Puteri FadzlineUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Market segmentation. Target marketing
Divisions: Institut Pengajian Siswazah (IPSis) : Institute of Graduate Studies (IGS)
Series Name: IPSis Biannual Publication
Volume: 7
Number: 7
Item ID: 19335
Uncontrolled Keywords: Abstract; Abstract of thesis; Newsletter; Research information; Doctoral graduates; IPSis; IGS; UiTM; Malaysian furniture firms
Last Modified: 12 Jun 2018 07:49
Depositing User: Staf Pendigitalan 5
URI: http://ir.uitm.edu.my/id/eprint/19335

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