The impact of branding on SME performance

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The impact of branding on SME performance

Resource-based view (RBV) theory states that firms that possess valuable, rare, imperfectly imitable and non-substitutable resources have the capacity to create sustained competitive advantage that translates to superior performance. Branding is an intangible asset that fits this criterion. It is th...

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Bibliographic Details
Main Authors:	Haque, A. K. M. Ahasanul, Salleh, Masripan, Sulaiman, Mohamed, Othman, Abdul Kadir
Format:	Proceeding Paper
Language:	English
Published:	2016
Subjects:	HF5001 Business. Business Administration
Online Access:	http://irep.iium.edu.my/55460/ http://irep.iium.edu.my/55460/5/55460.pdf

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