The effects of brand strategy and design innovation on the brand performance of the Malaysian furniture firms / Puteri Fadzline Muhamad Tamyez
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 manu...
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| Format: | Book Section |
| Language: | English |
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Institute of Graduate Studies, UiTM
2015
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| Online Access: | https://ir.uitm.edu.my/id/eprint/19335/ |
| _version_ | 1848804740535681024 |
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| author | Muhamad Tamyez, Puteri Fadzline |
| author_facet | Muhamad Tamyez, Puteri Fadzline |
| author_sort | Muhamad Tamyez, Puteri Fadzline |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | 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… |
| first_indexed | 2025-11-14T21:59:57Z |
| format | Book Section |
| id | uitm-19335 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:59:57Z |
| publishDate | 2015 |
| publisher | Institute of Graduate Studies, UiTM |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-193352018-06-12T07:49:59Z https://ir.uitm.edu.my/id/eprint/19335/ 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 Market segmentation. Target marketing 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… Institute of Graduate Studies, UiTM 2015 Book Section PeerReviewed text en https://ir.uitm.edu.my/id/eprint/19335/1/ABS_PUTERI%20FADZLINE%20MUHAMAD%20TAMYEZ%20VOL%207%20IGS%2015.pdf 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. (2015) In: The Doctoral Research Abstracts. IPSis Biannual Publication, 7 (7). Institute of Graduate Studies, UiTM, Shah Alam. |
| spellingShingle | Market segmentation. Target marketing Muhamad Tamyez, Puteri Fadzline The effects of brand strategy and design innovation on the brand performance of the Malaysian furniture firms / Puteri Fadzline Muhamad Tamyez |
| title | The effects of brand strategy and design innovation on the brand performance of the Malaysian furniture firms / Puteri Fadzline Muhamad Tamyez |
| title_full | The effects of brand strategy and design innovation on the brand performance of the Malaysian furniture firms / Puteri Fadzline Muhamad Tamyez |
| title_fullStr | The effects of brand strategy and design innovation on the brand performance of the Malaysian furniture firms / Puteri Fadzline Muhamad Tamyez |
| title_full_unstemmed | The effects of brand strategy and design innovation on the brand performance of the Malaysian furniture firms / Puteri Fadzline Muhamad Tamyez |
| title_short | The effects of brand strategy and design innovation on the brand performance of the Malaysian furniture firms / Puteri Fadzline Muhamad Tamyez |
| title_sort | effects of brand strategy and design innovation on the brand performance of the malaysian furniture firms / puteri fadzline muhamad tamyez |
| topic | Market segmentation. Target marketing |
| url | https://ir.uitm.edu.my/id/eprint/19335/ |