Market orientation and brand performance in Small and Medium Enterprises (SMES) in Malaysia context / Imelda Albert Gisip... [et al.]

Albert Gisip, Imelda and Dawayan, Cynthia and Ambad, Nabila Azwa and David, Jasmine and Olaybal, Delia L. (2019) Market orientation and brand performance in Small and Medium Enterprises (SMES) in Malaysia context / Imelda Albert Gisip... [et al.]. Insight Journal : International, Refereed, Open Access, Online Journal, 4 (6). pp. 58-70.


The focus of this study is to examine the impact of market orientation on brand performance of the Small Medium Enterprises (SMEs) in Malaysia context. Market orientation is identified as antecedent and critical for brand management success. This study is set as a cross sectional and quantitative study with sample size comprises 304 Malaysian SMEs from the food and beverage (F & B) manufacturing sector based on the list of Federation of Malaysian Manufacturers (FMM) directory 2012. Smart Partial Least Squared (PLS) version 2.0 software, a structural equation modelling technique was used to analyse data. Results of this study found that market orientation will not have a positive impact on brand performance of Malaysia’s SME despite several supporting empirical evidences on the direct relationship between market orientation and brand performance. This study enhances understanding on the brand management practices among Malaysian SMEs and may assist to formulate government support programs towards strengthening the brand-related knowledge and skills among the SMEs.


Item Type: Article
CreatorsEmail / ID. Num
Albert Gisip, ImeldaUNSPECIFIED
Dawayan, CynthiaUNSPECIFIED
Ambad, Nabila AzwaUNSPECIFIED
Olaybal, Delia L.UNSPECIFIED
ContributionNameID Num. / Email
Chief EditorZainon, Assoc. Prof Dr. SaunahUNSPECIFIED
EditorRaja Ahmad, Assoc. Prof Dr. Raja AdzrinUNSPECIFIED
EditorSoo, Assoc. Prof. Dr. Carolyn Kum YokeUNSPECIFIED
EditorKadri, Assoc. Prof. Dr Mohd HalimUNSPECIFIED
EditorIsmail, Dr NoriahUNSPECIFIED
EditorMohd Ariff Albakri, Associate Professor Dr. Intan SafinasUNSPECIFIED
EditorKhairani, Dr. Noor SufiawatiUNSPECIFIED
EditorOthman, Dr. Akmal AiniUNSPECIFIED
EditorIsmail, Dr. NorashikinUNSPECIFIED
EditorAhmad, Dr. Syahrul AhmarUNSPECIFIED
EditorMisman, Dr. Faridah NajunaUNSPECIFIED
Subjects: H Social Sciences > HD Industries. Land use. Labor > Industry > Small and medium-sized business. History
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Branding (Marketing)
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus
Journal or Publication Title: Insight Journal : International, Refereed, Open Access, Online Journal
Journal: UiTM Journal > INSIGHT Journal (IJ)
Volume: 4
Number: 6
Page Range: pp. 58-70
Official URL:
Item ID: 41876
Related URLs:
Uncontrolled Keywords: Market Orientation; Brand Performance; Malaysia; Small Medium Enterprises; SMEs; UiTM Cawangan Johor


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