Brand culture: its antecedents and relationship to SME brand performance
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 (...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Iwnest Publisher
2015
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| Subjects: | |
| Online Access: | http://eprints.uthm.edu.my/5318/ http://eprints.uthm.edu.my/5318/1/AJ%202017%20%28764%29.pdf |
| _version_ | 1848888522158637056 |
|---|---|
| author | Gisip, Imelda Albert Harun, Amran |
| author_facet | Gisip, Imelda Albert Harun, Amran |
| author_sort | Gisip, Imelda Albert |
| building | UTHM Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-15T20:11:37Z |
| format | Article |
| id | uthm-5318 |
| institution | Universiti Tun Hussein Onn Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T20:11:37Z |
| publishDate | 2015 |
| publisher | Iwnest Publisher |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uthm-53182022-01-09T03:20:37Z http://eprints.uthm.edu.my/5318/ Brand culture: its antecedents and relationship to SME brand performance Gisip, Imelda Albert Harun, Amran HD2350.8-2356 Large industry. Factory system. Big business 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. Iwnest Publisher 2015 Article PeerReviewed text en http://eprints.uthm.edu.my/5318/1/AJ%202017%20%28764%29.pdf 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 2077-4486 |
| spellingShingle | HD2350.8-2356 Large industry. Factory system. Big business Gisip, Imelda Albert Harun, Amran Brand culture: its antecedents and relationship to SME brand performance |
| title | Brand culture: its antecedents and relationship to SME brand performance |
| title_full | Brand culture: its antecedents and relationship to SME brand performance |
| title_fullStr | Brand culture: its antecedents and relationship to SME brand performance |
| title_full_unstemmed | Brand culture: its antecedents and relationship to SME brand performance |
| title_short | Brand culture: its antecedents and relationship to SME brand performance |
| title_sort | brand culture: its antecedents and relationship to sme brand performance |
| topic | HD2350.8-2356 Large industry. Factory system. Big business |
| url | http://eprints.uthm.edu.my/5318/ http://eprints.uthm.edu.my/5318/1/AJ%202017%20%28764%29.pdf |