Masran Tamin and Azaze Azizi Abdul Adis (2019) The impact of firm’s capabilities on digital brand performance of SME’s online business. Malaysian Journal of Business and Economics (MJBE), 2. 249 -259. ISSN 2289-6856 (P-ISSN) , 2289-8018 (E-ISSN)
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Abstract
In online business, firms are very sensitive to any changes in the market including internet application for business operation usage. The growth of online business in Malaysia is not in line with the interest of digital brand performance to improve the competitiveness of the companies and maintain their position in the market. Hence, this study aims to investigate the factors that influence digital brand performance in SME. This study employed Resource Based View (RBV) theory which is a unifying framework for the fundamental determinant of digital brand performance. The study examines the relationship between firm’s capabilities (innovation capability, branding capability, market-sensing capability, human and organization capability) and digital brand performance. A total of 155 SMEs online business participated in this study. The result of this study found that both market sensing and human and organization capability have significant impact on digital brand performance in SMEs context. Recommendation and suggestion for future research were also discussed to improve digital brand performance for Malaysian SMEs online business.
| Item Type: | Article |
|---|---|
| Keyword: | Digital brand performance , SME , Firms capabilities |
| Subjects: | H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business |
| Department: | FACULTY > Faculty of Business, Economics and Accounting |
| Depositing User: | SAFRUDIN BIN DARUN - |
| Date Deposited: | 25 Feb 2022 11:32 |
| Last Modified: | 25 Feb 2022 11:32 |
| URI: | https://eprints.ums.edu.my/id/eprint/31665 |
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