 Branding strategy development based on innovative behaviourPopy Rufaidah International Journal of Business and Globalisation, 2017, vol. 18, issue 3, 396-416 Abstract: The purpose of this paper is to propose a measurement approach for measuring branding strategy development based on innovative behaviour (BSD-BOIB). Based on the theories of branding strategy and innovative behaviour, the author proposed the scale to measure BSD-BOIB. The study was conducted in Indonesia using a sample of 245 SME's entrepreneurs who produced various goods and services. In measuring the BSD-BOIB, the study has applied exploratory factor analysis and validation through the use of confirmatory factor analysis. The results of the study shows that all fit indices indicate that the scale of BSD-BOIB is four factor constructs (namely: brand idea formation, brand opportunities search/exploration, and brand role model/championing and brand idea application); and the evidence indicates that the full model of the variable is valid. This research is one of the first to investigate simultaneously the measurement of branding strategy development based on innovative behaviour. Keywords: branding strategy; scale measurement; innovative behaviour; innovation; Indonesia; small and medium-sized enterprises; SMEs entrepreneurship; brand idea formation; brand opportunities; brand role models; brand champions; brand idea application. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbglo:v:18:y:2017:i:3:p:396-416 Access Statistics for this article More articles in International Journal of Business and Globalisation from Inderscience Enterprises Ltd |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.