Leadership Branding for Sustainable Customer Engagement
The purpose of this paper is to examine the inter
relationships among various leadership branding constructs of
entrepreneurs in small and medium sized enterprises (SMEs). We
employ a quantitative structural equation modeling through a new
leadership branding engagement model comprises constructs of
leader-s or entrepreneur-s personality, branding practice and
customer engagement. The results confirm that there are significant
relationships between the three constructs and the major fit indices
indicate that the data fits the proposed model. The findings provide
insights and fill in the literature gaps on statistically validated
representation of leadership branding for SMEs across new economic
regions of Malaysia that may implicate other economic zones with
similar situations. This study extends the establishment of a
leadership branding engagement model with a new mechanism of
using leaders- personality as a predictor to branding practice and
customer engagement performance.
[1] Fauziah Sh. Ahmad, Rohaizat Baharun and Abd Hamid Mohammad
(2007 c). Glocal Approach for Asian Brands. Asia Pacific Marketing
Conference. October 2007. University Malaysia Sarawak.
[2] Abimbola, T. (2005). Branding as a Competitive strategy for Demand
Management in SMEs. Journal of Research in Marketing and
Entrepreneurship. Vol 3 Issue 2, 97-106.
[3] Wong, H.Y. and B. Merrilees (2005). A brand Orientation Typology for
SMEs : A Case Research Approach. Journal of Product and Brand
Management. Vol 14/3, 155-162
[4] Krake, F. (2005). Successful Brand Management in SMEs: A New
Theory and Practical Hints. Journal of Product and Brand
Management. Vol 14/4, 228-238.
[5] Napoli, J., M. Ewing and P. Berthon (2005). Brand Matters: An
Examination of Small to Medium Sized Enterprises, ANZMAC
Conference. December 2005, Fremantle Perth, 65-69.
[6] Ille F. R and Chailan C (2011). Improving Global Competitiveness with
Branding Strategy: Cases of Chinese and Emerging Countries- Firms.
Journal of Technology Management in China. Vol 6 Issue 1
[7] Gad, Thomas and others (2005). Beyond Branding. Kogan Page.
[8] Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the
Value of A Brand Name. Canada: Maxwell Macmillan Inc.
[9] Abimbola, T. (2005). Branding as a Competitive strategy for Demand
Management in SMEs. Journal of Research in Marketing and
Entrepreneurship. Vol 3 Issue 2, 97-106.
[10] Roll, M. (2006) Asian Brand Strategy: How Asia Builds Strong Brand.
New York: Palgrave McMillan.
[11] Temporal, P. (2006). B2B Branding in Malaysia : A Guide to Building
Successful Business to Business Brands. Selangor: Kanyin Publications.
[12] Kerin, R.A. and R. Peterson (2004). Strategic Marketing Problems-
Cases and Comments. (10th Ed.). New Jersey: Pearson Prentice Hall.
[13] Randal, G. (1997). Branding. London: Kogan Page.
[14] Lal, R., J. Quelch, and V. Rangan (2005). Marketing Management:
Text and Cases (Int. Ed.). Singapore: Mc Graw Hill.
[15] Haigh, D. and J. Knowles (2004). How to Define Your Brand and
Determine its Value. Marketing Management. Vol 13 No 3, 24-28.
[16] Simpson M., J. Padmore and N. Taylor (2005). Marketing in SMEs.
Discussion Paper No 2005.08. May 2005. Sheffield University
Management School.
[17] Siu, W.S and D. Kirby (1999). Research into Small Firm Marketing: A
Contextual Stepwise Approach. Qualitative Market Research, An
International Journal Vol 2, Num 2: pg. 135-146
[18] Chaston, I. and T. Mangles (2002). Small business Marketing
Management. New York: Palgrave Macmillan.
[19] Intagliata J, Ulrich D, Smallwood N. (2000). Leveraging Leadership
Competencies to Produce Leadership Brand: Creating Distinctiveness
by Focusing on Strategy and Results. Human Resource Planning Vol
23.4; pg 12-23.
[20] Boyle, E. (2003). A Study of Entrepreneurial Brand Building in the
Manufacturing Sector in the UK. Journal of Product & Brand
Management. Vol. 12, 79-93.
[21] Barney, J. B. (1991). The Resource Based View of Strategy: Origins,
Implications, and Prospects. Journal of Management. Vol 17, 97-211.
[22] Peteraf, M. A. (1993). The Cornerstones of Competitive Advantage: A
Resource-Based View. Strategic Management Journal. Vol. 14, No. 3,
179-191
[23] Hoopes, D.G., T.L. Madsen, T.L. and G. Walker, (2003). Guest
Editors- Introduction to the Special Issue: Why is There a Resource-
Based View? Toward a Theory of Competitive Heterogeneity. Strategic
Management Journal. Vol 24, 889-902.
[24] Fahy, J. and A. Smithee (1999). Strategic Marketing and the Resource
Based View of the Firm. Academy of Marketing Science Review. Vol
10, 1-20. Academy of Marketing Science.
[25] Kassin, S. (2003). Psychology. USA: Prentice-Hall, Inc.
[26] Allport, G.W. (1966). Traits Revisited. American Psychologist, 21,1-
10.
[27] Lastovicka, L.J. (1982). On the Validation et. Lifestyle Traits: A Review
and Illustration. Journal of Marketing Research. 19(1), 126-138.
[28] Cunningham, J.B. and Lischeron, J. (1991). Defining Entrepreneurship.
Journal of Small Business Management. Vol. 29, 45-59.
[29] Kuratko D. F. and R. M. Hodgetts (2004). Entrepreneurship, Theory,
Process and Practice. (6th ed). Dryden Press, Harcourt Brace College
Publisher.
[30] Godin K.; J. Clemens J. and N. Veildhuis (2008). Measuring
Entrepreneurship Conceptual Frameworks and Empirical Indicators.
Studies in Entrepreneurship Markets. Vol 7, 1-65. The Fraser Institute.
[31] Chell, E., J. Haworth, and S. Brearley (1991). The Entrepreneurial
Personality: Concepts, Cases and Categories. London: Routledge.
[32] McClelland, D. C. (1965). Need achievement and entrepreneurship: A
longitudinal study. Journal of Personality and Social Psychology. Vol
1, 389-392.
[33] Brockhaus, R. H., Sr. (1982). The psychology of the Entrepreneur. In C.
A. Kent, D. L. Sexton, & K. H. Vesper (Eds.), Encyclopedia of
Entrepreneurship, pp. 39-57. Englewood Cliffs, NJ: Prentice Hall.
[34] Daft, R. L. (1997). Management. Orlando: The Dryden Press.
[35] Pitelis C.N. (2002). Edith Penrose and the Resource-Based View of
International Business Strategy. International Business Review. Vol
13/4, 523-532
[36] Wei Ong Jeen and Hishamuddin Ismail (2008). Revisiting Personality
Traits in Entrepreneurship Study from Resource Based Perspective.
Business Renaissance Quarterly. www.highbeam.com.
[37] Hornaday, J. A. (1982). Research About Living Entrepreneurs. In
Encyclopedia of Entrepreneurship; C. A. Kent, D. L. Sexton, and K. H.
Vesper (Eds); Prentice-Hall, Eaglewood Cliffs, NJ; pp20-34.
[38] Hisrich R.D. and M.P. Peters (2002). Entrepreneurship. (5th Edition).
Where: Tata McGraw-Hill.
[39] Krueger N.F. (2002) Entrepreneurship: Critical perspectives on
Business and Management. London and New York: Routledge.
[40] Timmons J. A. and S. J. Spinelli (2003): New Venture Creation.
Entrepreneurship for the. 21st century. Boston: McGraw Hill.
[41] Wu, S. Matthews and G. Dagher (2007). Need for Achievement,
Business Goals, and Entrepreneurial Persistence. Management
Research News. Vol 30 No 12, 928-941. Emerald Group Publishing
Limited.
[42] Littunen, H. (2000). Entrepreneurship and the Characteristics of the
Entrepreneurial Personality. International Journal of Entrepreneurial
Behaviour a Research, 6(6), 295-309.
[43] Mattsson J. (1993). How Bank Loan Officers Evaluate Persons
Applying for Credit. International Journal of Bank Marketing, Vol 11/2,
25-34
[44] Bolen W.H. (1984). Creative Selling: The Competitive Edge. Hospital
Gift Shop Management. Vol Oct; 2(10), 16-8, 22-4, 60.
[45] Dalglish C. and F. Therin (2003). Leadership Perception: Small Vs
Large Businesses, the Training Implications. 16th Annual Conference of
Small Enterprise Association of Australia and New Zealand. 28 Sept - 1
Oct 2003 University of Ballarat, Ballarat, Australia, 1-15
[46] Deroma V. M., K. Martin and M. Kessler (2003). The Relationship
between Tolerance for Ambiguity and Need for Course Structure.
Journal of Instructional Psychology. Vol. 30 (2), 104-109.
[47] Gregory J. R. (2004). The Best of Branding: Best Practices in Corporate
Branding. New York: Mc-Graw Hills.
[48] Keller, K. L. (2003). Strategic Brand Management - Building,
Measuring and Managing Brand Equity. New Jersey: Pearson Prentice
Hall
[49] Kapferer, J.N. (1997). Strategic Brand Management - Creating and
Sustaining Brand Equity Long Term. (2nd Ed.). London: Kogan Page.
[50] Chao M. C and Spillan J.E (2010). The journey from market orientation
to firm performance: A comparative study of US and Taiwanese SMEs.
Management Research Review. Vol 33 (5).
[51] Bach, B. (2006). An Investigation into the Relevance of Guerrilla
Marketing to Small and Medium-sized Enterprises Category. Thesis:
The University of Lincoln
[52] Wong, H. Y. and B. Merrilees (2007). Multiple Roles for Branding in
International Marketing. International Marketing Review. Vol. 24 No.
4. 384-4
[53] Farquhar, P. H. (1989). Managing Brand Equity. Marketing Research.
1 (September), 24-33
[54] Custodio, C. and J. Rosario (2007). Corporate Brand and Firm Value.
Working Paper (London School of Economics/Winmark).
[55] Forker, L.B, Vickery, Shawnee K, Cornelia, L.M. Dorge (1996). The
Contribution of Quality to Business Performance. International Journal
of Quality and Reliability Management. Vol. 16/8, 44-62.
[56] Malaysia (2006) The Economic Planning Unit (2006). Ninth Malaysia
Plan 2006-2010. Putrajaya: Prime Minister-s Department
[57] Malaysia (2007). Koridor Utara. Nothern Corridor Economic Region
Socioeconomic Blueprint 2007-2025. Sime Darby Berhad.
[58] Anderson, J. C., & Gerbing, D. W. (1988). Structural Equation
modeling in practice : A review and recommended two-step approach.
Psychological Bulletin, 103(3), 411-423.
[59] Byrne, B. M. (2001). Structural Equation Modeling with AMOS : Basic
Concepts, Applications, and Programming. Mahwah, NJ: Erlbaum
[60] Hair, J., W. Black, B. Babin, R. Anderson, and R. Tatham (2006).
Multivariate Data Analysis (6th Ed.). New Jersey: Prentice Hall.
[61] Coakes, S. J. (2005). SPSS: Analysis without Anguish: Version 12.0 for
Windows. John Wiley & Son Australia, Ltd.
[62] Loehlin, J.C. (1992). Latent variable models. Hillsdale, NJ: Lawrence
Erlbaum Publishers.
[63] Schreiber, J. B., A. Nora, F.K Stage, E.A. Barlow, and J. King (2006).
Reporting Structural Equation Modeling and Confirmatory Factor
Analysis Results: A Review. The Journal of Educational Research. Vol.
99/6, 323-337
[64] Mohamad Sahari Nordin (2001). Teachers- orientation to students- note
taking: Scale validation. Proceedings of the International Conference on
Educational Measurement and Evaluation. November 2001, Universiti
Sains Malaysia, Penang.
[1] Fauziah Sh. Ahmad, Rohaizat Baharun and Abd Hamid Mohammad
(2007 c). Glocal Approach for Asian Brands. Asia Pacific Marketing
Conference. October 2007. University Malaysia Sarawak.
[2] Abimbola, T. (2005). Branding as a Competitive strategy for Demand
Management in SMEs. Journal of Research in Marketing and
Entrepreneurship. Vol 3 Issue 2, 97-106.
[3] Wong, H.Y. and B. Merrilees (2005). A brand Orientation Typology for
SMEs : A Case Research Approach. Journal of Product and Brand
Management. Vol 14/3, 155-162
[4] Krake, F. (2005). Successful Brand Management in SMEs: A New
Theory and Practical Hints. Journal of Product and Brand
Management. Vol 14/4, 228-238.
[5] Napoli, J., M. Ewing and P. Berthon (2005). Brand Matters: An
Examination of Small to Medium Sized Enterprises, ANZMAC
Conference. December 2005, Fremantle Perth, 65-69.
[6] Ille F. R and Chailan C (2011). Improving Global Competitiveness with
Branding Strategy: Cases of Chinese and Emerging Countries- Firms.
Journal of Technology Management in China. Vol 6 Issue 1
[7] Gad, Thomas and others (2005). Beyond Branding. Kogan Page.
[8] Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the
Value of A Brand Name. Canada: Maxwell Macmillan Inc.
[9] Abimbola, T. (2005). Branding as a Competitive strategy for Demand
Management in SMEs. Journal of Research in Marketing and
Entrepreneurship. Vol 3 Issue 2, 97-106.
[10] Roll, M. (2006) Asian Brand Strategy: How Asia Builds Strong Brand.
New York: Palgrave McMillan.
[11] Temporal, P. (2006). B2B Branding in Malaysia : A Guide to Building
Successful Business to Business Brands. Selangor: Kanyin Publications.
[12] Kerin, R.A. and R. Peterson (2004). Strategic Marketing Problems-
Cases and Comments. (10th Ed.). New Jersey: Pearson Prentice Hall.
[13] Randal, G. (1997). Branding. London: Kogan Page.
[14] Lal, R., J. Quelch, and V. Rangan (2005). Marketing Management:
Text and Cases (Int. Ed.). Singapore: Mc Graw Hill.
[15] Haigh, D. and J. Knowles (2004). How to Define Your Brand and
Determine its Value. Marketing Management. Vol 13 No 3, 24-28.
[16] Simpson M., J. Padmore and N. Taylor (2005). Marketing in SMEs.
Discussion Paper No 2005.08. May 2005. Sheffield University
Management School.
[17] Siu, W.S and D. Kirby (1999). Research into Small Firm Marketing: A
Contextual Stepwise Approach. Qualitative Market Research, An
International Journal Vol 2, Num 2: pg. 135-146
[18] Chaston, I. and T. Mangles (2002). Small business Marketing
Management. New York: Palgrave Macmillan.
[19] Intagliata J, Ulrich D, Smallwood N. (2000). Leveraging Leadership
Competencies to Produce Leadership Brand: Creating Distinctiveness
by Focusing on Strategy and Results. Human Resource Planning Vol
23.4; pg 12-23.
[20] Boyle, E. (2003). A Study of Entrepreneurial Brand Building in the
Manufacturing Sector in the UK. Journal of Product & Brand
Management. Vol. 12, 79-93.
[21] Barney, J. B. (1991). The Resource Based View of Strategy: Origins,
Implications, and Prospects. Journal of Management. Vol 17, 97-211.
[22] Peteraf, M. A. (1993). The Cornerstones of Competitive Advantage: A
Resource-Based View. Strategic Management Journal. Vol. 14, No. 3,
179-191
[23] Hoopes, D.G., T.L. Madsen, T.L. and G. Walker, (2003). Guest
Editors- Introduction to the Special Issue: Why is There a Resource-
Based View? Toward a Theory of Competitive Heterogeneity. Strategic
Management Journal. Vol 24, 889-902.
[24] Fahy, J. and A. Smithee (1999). Strategic Marketing and the Resource
Based View of the Firm. Academy of Marketing Science Review. Vol
10, 1-20. Academy of Marketing Science.
[25] Kassin, S. (2003). Psychology. USA: Prentice-Hall, Inc.
[26] Allport, G.W. (1966). Traits Revisited. American Psychologist, 21,1-
10.
[27] Lastovicka, L.J. (1982). On the Validation et. Lifestyle Traits: A Review
and Illustration. Journal of Marketing Research. 19(1), 126-138.
[28] Cunningham, J.B. and Lischeron, J. (1991). Defining Entrepreneurship.
Journal of Small Business Management. Vol. 29, 45-59.
[29] Kuratko D. F. and R. M. Hodgetts (2004). Entrepreneurship, Theory,
Process and Practice. (6th ed). Dryden Press, Harcourt Brace College
Publisher.
[30] Godin K.; J. Clemens J. and N. Veildhuis (2008). Measuring
Entrepreneurship Conceptual Frameworks and Empirical Indicators.
Studies in Entrepreneurship Markets. Vol 7, 1-65. The Fraser Institute.
[31] Chell, E., J. Haworth, and S. Brearley (1991). The Entrepreneurial
Personality: Concepts, Cases and Categories. London: Routledge.
[32] McClelland, D. C. (1965). Need achievement and entrepreneurship: A
longitudinal study. Journal of Personality and Social Psychology. Vol
1, 389-392.
[33] Brockhaus, R. H., Sr. (1982). The psychology of the Entrepreneur. In C.
A. Kent, D. L. Sexton, & K. H. Vesper (Eds.), Encyclopedia of
Entrepreneurship, pp. 39-57. Englewood Cliffs, NJ: Prentice Hall.
[34] Daft, R. L. (1997). Management. Orlando: The Dryden Press.
[35] Pitelis C.N. (2002). Edith Penrose and the Resource-Based View of
International Business Strategy. International Business Review. Vol
13/4, 523-532
[36] Wei Ong Jeen and Hishamuddin Ismail (2008). Revisiting Personality
Traits in Entrepreneurship Study from Resource Based Perspective.
Business Renaissance Quarterly. www.highbeam.com.
[37] Hornaday, J. A. (1982). Research About Living Entrepreneurs. In
Encyclopedia of Entrepreneurship; C. A. Kent, D. L. Sexton, and K. H.
Vesper (Eds); Prentice-Hall, Eaglewood Cliffs, NJ; pp20-34.
[38] Hisrich R.D. and M.P. Peters (2002). Entrepreneurship. (5th Edition).
Where: Tata McGraw-Hill.
[39] Krueger N.F. (2002) Entrepreneurship: Critical perspectives on
Business and Management. London and New York: Routledge.
[40] Timmons J. A. and S. J. Spinelli (2003): New Venture Creation.
Entrepreneurship for the. 21st century. Boston: McGraw Hill.
[41] Wu, S. Matthews and G. Dagher (2007). Need for Achievement,
Business Goals, and Entrepreneurial Persistence. Management
Research News. Vol 30 No 12, 928-941. Emerald Group Publishing
Limited.
[42] Littunen, H. (2000). Entrepreneurship and the Characteristics of the
Entrepreneurial Personality. International Journal of Entrepreneurial
Behaviour a Research, 6(6), 295-309.
[43] Mattsson J. (1993). How Bank Loan Officers Evaluate Persons
Applying for Credit. International Journal of Bank Marketing, Vol 11/2,
25-34
[44] Bolen W.H. (1984). Creative Selling: The Competitive Edge. Hospital
Gift Shop Management. Vol Oct; 2(10), 16-8, 22-4, 60.
[45] Dalglish C. and F. Therin (2003). Leadership Perception: Small Vs
Large Businesses, the Training Implications. 16th Annual Conference of
Small Enterprise Association of Australia and New Zealand. 28 Sept - 1
Oct 2003 University of Ballarat, Ballarat, Australia, 1-15
[46] Deroma V. M., K. Martin and M. Kessler (2003). The Relationship
between Tolerance for Ambiguity and Need for Course Structure.
Journal of Instructional Psychology. Vol. 30 (2), 104-109.
[47] Gregory J. R. (2004). The Best of Branding: Best Practices in Corporate
Branding. New York: Mc-Graw Hills.
[48] Keller, K. L. (2003). Strategic Brand Management - Building,
Measuring and Managing Brand Equity. New Jersey: Pearson Prentice
Hall
[49] Kapferer, J.N. (1997). Strategic Brand Management - Creating and
Sustaining Brand Equity Long Term. (2nd Ed.). London: Kogan Page.
[50] Chao M. C and Spillan J.E (2010). The journey from market orientation
to firm performance: A comparative study of US and Taiwanese SMEs.
Management Research Review. Vol 33 (5).
[51] Bach, B. (2006). An Investigation into the Relevance of Guerrilla
Marketing to Small and Medium-sized Enterprises Category. Thesis:
The University of Lincoln
[52] Wong, H. Y. and B. Merrilees (2007). Multiple Roles for Branding in
International Marketing. International Marketing Review. Vol. 24 No.
4. 384-4
[53] Farquhar, P. H. (1989). Managing Brand Equity. Marketing Research.
1 (September), 24-33
[54] Custodio, C. and J. Rosario (2007). Corporate Brand and Firm Value.
Working Paper (London School of Economics/Winmark).
[55] Forker, L.B, Vickery, Shawnee K, Cornelia, L.M. Dorge (1996). The
Contribution of Quality to Business Performance. International Journal
of Quality and Reliability Management. Vol. 16/8, 44-62.
[56] Malaysia (2006) The Economic Planning Unit (2006). Ninth Malaysia
Plan 2006-2010. Putrajaya: Prime Minister-s Department
[57] Malaysia (2007). Koridor Utara. Nothern Corridor Economic Region
Socioeconomic Blueprint 2007-2025. Sime Darby Berhad.
[58] Anderson, J. C., & Gerbing, D. W. (1988). Structural Equation
modeling in practice : A review and recommended two-step approach.
Psychological Bulletin, 103(3), 411-423.
[59] Byrne, B. M. (2001). Structural Equation Modeling with AMOS : Basic
Concepts, Applications, and Programming. Mahwah, NJ: Erlbaum
[60] Hair, J., W. Black, B. Babin, R. Anderson, and R. Tatham (2006).
Multivariate Data Analysis (6th Ed.). New Jersey: Prentice Hall.
[61] Coakes, S. J. (2005). SPSS: Analysis without Anguish: Version 12.0 for
Windows. John Wiley & Son Australia, Ltd.
[62] Loehlin, J.C. (1992). Latent variable models. Hillsdale, NJ: Lawrence
Erlbaum Publishers.
[63] Schreiber, J. B., A. Nora, F.K Stage, E.A. Barlow, and J. King (2006).
Reporting Structural Equation Modeling and Confirmatory Factor
Analysis Results: A Review. The Journal of Educational Research. Vol.
99/6, 323-337
[64] Mohamad Sahari Nordin (2001). Teachers- orientation to students- note
taking: Scale validation. Proceedings of the International Conference on
Educational Measurement and Evaluation. November 2001, Universiti
Sains Malaysia, Penang.
@article{"International Journal of Business, Human and Social Sciences:64737", author = "Fauziah Sh. Ahmad and Rosmini Omar and Siti Zaleha Abdul Rasid and Muslim Amin", title = "Leadership Branding for Sustainable Customer Engagement", abstract = "The purpose of this paper is to examine the inter
relationships among various leadership branding constructs of
entrepreneurs in small and medium sized enterprises (SMEs). We
employ a quantitative structural equation modeling through a new
leadership branding engagement model comprises constructs of
leader-s or entrepreneur-s personality, branding practice and
customer engagement. The results confirm that there are significant
relationships between the three constructs and the major fit indices
indicate that the data fits the proposed model. The findings provide
insights and fill in the literature gaps on statistically validated
representation of leadership branding for SMEs across new economic
regions of Malaysia that may implicate other economic zones with
similar situations. This study extends the establishment of a
leadership branding engagement model with a new mechanism of
using leaders- personality as a predictor to branding practice and
customer engagement performance.", keywords = "Leadership Branding, Malaysia Brands, Customer
Engagement, SME Branding.", volume = "6", number = "2", pages = "273-8", }
