| dc.description.abstract | Brand concept has been discussed a lot in many big companies and
multinationals. However, in many SME companies, brand management receives little
or no attention in the daily run of affairs. Although the owners or director are the
ones to take the lead in this area, they either seldom have the time for it or are not
even aware of brand management as a concept. And because this concept is not
ingrained within such an SME, there are no other employees available to give it
sufficient attention.
The study attempt to explore the attitude of SMEs owners towards brand
building and aim to identify internal and external factor effect to brand building
effort then draw managerial implications for SMEs.
Based on the quantitative survey, the respondents were SMEs owners with
samples size of 162. SPSS software 20.0 was used to analyze the collected data. The
date was analyzed in five steps: the first step was Descriptive Statistic, the second
step was Reliability Statistic, the third step was Exploratory Factor Analysis and the
fourth step was Correlation Testing, the last step was Regression Analysis to show
the positive influence of all independent variables on dependent variables.
The result show that the most important dimension in effecting brand
building effort was Vision concerning to company business strategy, business
decision and leader’s impact. The other dimension was Commitment, Resources,
Culture and Perceived Image also affected important to brand building.
Keywords: Brand building, corporate brand, SMEs. | en_US |
