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Proceedings of the 1st AAGBS International Conference on Business Management 2014 (AiCoBM 2014) pp 167–178Cite as

The Effects of Brand Orientation, Brand Distinctiveness, and Design Innovation on the Brand Performance of the Malaysian Furniture Manufacturing Firms

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Abstract

The study develops and empirically tests a model of the effects of brand strategy and design innovation on brand performance in furniture manufacturing firms. Questionnaires were sent to 500 furniture SMEs operating in Malaysia, and 204 effective responses were returned. Confirmatory factor analysis is used to validate the constructs. Research hypotheses are tested using structural equation modeling. The proposed model fits the data well. The results show that brand orientation, brand distinctiveness, and functional innovation have direct effects on brand performance. Finally, implication and recommendations of these findings are discussed. The paper encapsulates the role of each dimension of brand strategy and product design innovation to determine a stronger brand performance in the furniture manufacturing firms.

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Acknowledgment

Special gratitude and acknowledgments to the Malaysian Furniture Promotion Council (MFPC) and fellow respondents who have been supportive throughout the research.

Author information

Authors and Affiliations

  1. Faculty of Business Management, Universiti Teknologi MARA, Shah Alam, Selangor, Malaysia

    Puteri Fadzline Tamyez

  2. Arshad Ayub Graduate Business School, Universiti Teknologi MARA, Shah Alam, Selangor, Malaysia

    Norzanah Mat Nor & Syed Jamal Abdul Nasir Syed Mohamad

Authors
  1. Puteri Fadzline Tamyez
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  2. Norzanah Mat Nor
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  3. Syed Jamal Abdul Nasir Syed Mohamad
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Corresponding author

Correspondence to Puteri Fadzline Tamyez .

Editor information

Editors and Affiliations

  1. Universiti Teknologi MARA, Shah Alam, Malaysia

    Jaafar Pyeman

  2. Universiti Teknologi MARA, Shah Alam, Malaysia

    Wan Edura Wan Rashid

  3. Universiti Teknologi MARA, Shah Alam, Malaysia

    Azlina Hanif

  4. Universiti Teknologi MARA, Shah Alam, Malaysia

    Syed Jamal Abdul Nasir Syed Mohamad

  5. Universiti Teknologi MARA, Shah Alam, Malaysia

    Peck Leong Tan

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© 2016 Springer Science+Business Media Singapore

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Tamyez, P.F., Mat Nor, N., Mohamad, S.J.A.N.S. (2016). The Effects of Brand Orientation, Brand Distinctiveness, and Design Innovation on the Brand Performance of the Malaysian Furniture Manufacturing Firms. In: Pyeman, J., Wan Rashid, W., Hanif, A., Syed Mohamad, S., Tan, P. (eds) Proceedings of the 1st AAGBS International Conference on Business Management 2014 (AiCoBM 2014). Springer, Singapore. https://doi.org/10.1007/978-981-287-426-9_15

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