Mat Daud, Suhaini and Abd Ghani, Noor Hasmini and Abdullah, Sahadah (2016) The effect of brand personality on brand equity for SMEs brand. Journal of Global Business and Social Entrepreneurship (GBSE), 3 (5). pp. 19-33. ISSN 2462-1714

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Abstract

Current business landscape is characterized by a highly challenging and competitive environment. Thus, it is imperative for companies to increase their competitiveness level in the market. In the strategic brand management literature, little attention has been paid to investigating the impact of brand personality on brand equity. Hence, the purpose of this paper is to discuss empirically the effect of brand personality on brand equity in the Small and Medium Enterprises (SMEs) food industry in Malaysia.The data were collected using intercept survey of 538 consumers of SMEs food product in Northern region of Malaysia.The gathered data was further analysed using Structural Equation Modeling Smart PLS 3.0 software.Results revealed that brand personality does significantly affect brand equity and its dimensions.

Item Type:	Article
Uncontrolled Keywords:	Brand equity, brand personality, Structural Equation Modeling.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	School of Business Management
Depositing User:	Dr. Noor Hasmini Abd Ghani
Date Deposited:	05 Apr 2017 06:30
Last Modified:	05 Apr 2017 06:30
URI:	https://repo.uum.edu.my/id/eprint/21484

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