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.

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Abstract

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.

Metadata

Item Type: Article
Creators:
Creators
Email
Albert Gisip, Imelda
UNSPECIFIED
Dawayan, Cynthia
UNSPECIFIED
Ambad, Nabila Azwa
UNSPECIFIED
David, Jasmine
UNSPECIFIED
Olaybal, Delia L.
UNSPECIFIED
Contributors:
Contribution
Name
Email / ID Num.
Chief Editor
Zainon, Assoc. Prof Dr. Saunah
UNSPECIFIED
Editor
Raja Ahmad, Assoc. Prof Dr. Raja Adzrin
UNSPECIFIED
Editor
Soo, Assoc. Prof. Dr. Carolyn Kum Yoke
UNSPECIFIED
Editor
Kadri, Assoc. Prof. Dr Mohd Halim
UNSPECIFIED
Editor
Ismail, Dr Noriah
UNSPECIFIED
Editor
Mohd Ariff Albakri, Associate Professor Dr. Intan Safinas
UNSPECIFIED
Editor
Khairani, Dr. Noor Sufiawati
UNSPECIFIED
Editor
Othman, Dr. Akmal Aini
UNSPECIFIED
Editor
Ismail, Dr. Norashikin
UNSPECIFIED
Editor
Ahmad, Dr. Syahrul Ahmar
UNSPECIFIED
Editor
Misman, Dr. Faridah Najuna
UNSPECIFIED
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
UiTM Journal Collections: UiTM Journal > INSIGHT Journal (IJ)
Volume: 4
Number: 6
Page Range: pp. 58-70
Official URL: https://insightjournal.my
Item ID: 41876
Related URLs:
Uncontrolled Keywords: Market Orientation; Brand Performance; Malaysia; Small Medium Enterprises; SMEs; UiTM Cawangan Johor
URI: https://ir.uitm.edu.my/id/eprint/41876

ID Number

41876

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