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Brand culture: its antecedents and relationship to SME brand performance

Gisip, Imelda Albert and Harun, Amran (2015) Brand culture: its antecedents and relationship to SME brand performance. International Journal of Administration and Governance, 1 (12). pp. 1-7. ISSN 20774486


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Background: The study develops and empirically tests a model of the antecedents of brand culture and its effects of on brand performance in Malaysian small and medium-sized enterprises (SMEs). Objective: In this study, three research questions are addressed: (1) What effects do organizational internal factors (i.e. corporate supportive resources and market orientation) have on brand culture? (2) What effect does brand culture has on brand performance? (3) To what extent brand culture mediate relationship between organizational internal factors and brand performance? Results: Findings confirm the validity of the model. It also indicates brand culture, appears to be a key mediator in the web of relationships among organizational internal factors and brand performance. Conclusion: Corporate supportive resources and market orientation enhances brand performance indirectly via brand culture.

Item Type: Article
Uncontrolled Keywords: Brand culture; SME; corporate supportive resources; market orientation; brand performance
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD2321-4731 Industry
Depositing User: Mr. Mohammad Shaifulrip Ithnin
Date Deposited: 13 Aug 2018 03:37
Last Modified: 13 Aug 2018 03:37
URI: http://eprints.uthm.edu.my/id/eprint/9354
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