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.