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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Main Author:	Muhamad Tamyez, Puteri Fadzline
Format:	Book Section
Language:	English
Published:	Institute of Graduate Studies, UiTM 2015
Subjects:	Market segmentation. Target marketing
Online Access:	http://ir.uitm.edu.my/id/eprint/19335/ http://ir.uitm.edu.my/id/eprint/19335/1/ABS_PUTERI%20FADZLINE%20MUHAMAD%20TAMYEZ%20VOL%207%20IGS%2015.pdf

id	uitm-19335
recordtype	eprints
spelling	uitm-193352018-06-12T07:49:59Z http://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 http://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. In: The Doctoral Research Abstracts. IPSis Biannual Publication, 7 (7). Institute of Graduate Studies, UiTM, Shah Alam.
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Market segmentation. Target marketing
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
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…
format	Book Section
author	Muhamad Tamyez, Puteri Fadzline
author_facet	Muhamad Tamyez, Puteri Fadzline
author_sort	Muhamad Tamyez, Puteri Fadzline
title	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_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_sort	effects of brand strategy and design innovation on the brand performance of the malaysian furniture firms / puteri fadzline muhamad tamyez
publisher	Institute of Graduate Studies, UiTM
publishDate	2015
url	http://ir.uitm.edu.my/id/eprint/19335/ http://ir.uitm.edu.my/id/eprint/19335/1/ABS_PUTERI%20FADZLINE%20MUHAMAD%20TAMYEZ%20VOL%207%20IGS%2015.pdf
first_indexed	2023-09-18T23:02:21Z
last_indexed	2023-09-18T23:02:21Z
_version_	1777418256828596224

The effects of brand strategy and design innovation on the brand performance of the Malaysian furniture firms / Puteri Fadzline Muhamad Tamyez

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