文章基本信息

标题：Branding Leadership in Malaysian SMEs
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作者：Fauziah Sh. Ahmad ; Fauziah Sh. Ahmad ; Farzana Quoquab 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2014
卷号：130
页码：54-58
DOI：10.1016/j.sbspro.2014.04.007
语种：English
出版社：Elsevier
摘要：AbstractThe study empirically examines the inter relationships among various branding constructs of leaders or entrepreneurs in small and medium sized enterprises (SMEs). The study employs structural equation modeling through a new branding leadership model comprises of branding leadership, challenges, implementation and performance. The results confirm significant relationships among the constructs. The major fit indices indicate good data fit to the proposed model. The findings provide meaningful insights to SME leaders. It also fill the gaps in literature by statistically validating the model of branding leadership in Malaysia that may implicate other economic zones with similar situations.
关键词：Branding Leadership;Branding Implementation;Branding Perofrmance;SME Branding