Building brand identity for sustainability of new emerging enterprises (a case study of bumiputera small fashion enterprises in Malaysia) / Siti Fatimah Hashim

Brand identity takes an aspirational perspective on ‘what’ and ‘who’ Bumiputera new emerging fashion (BNEF) enterprises in the market while emphasizing on the needs for sustainability. The increasing numbers of BNEF enterprises that hardly survive in the dynamic business environment and the rising r...

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Main Author:	Hashim, Siti Fatimah
Format:	Thesis
Language:	English
Published:	2016
Subjects:	Malaysia Special subjects for design
Online Access:	https://ir.uitm.edu.my/id/eprint/101855/1/101855.pdf
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id	my-uitm-ir.101855
record_format	uketd_dc
spelling	my-uitm-ir.1018552024-11-13T03:30:56Z Building brand identity for sustainability of new emerging enterprises (a case study of bumiputera small fashion enterprises in Malaysia) / Siti Fatimah Hashim 2016 Hashim, Siti Fatimah Malaysia Special subjects for design Brand identity takes an aspirational perspective on ‘what’ and ‘who’ Bumiputera new emerging fashion (BNEF) enterprises in the market while emphasizing on the needs for sustainability. The increasing numbers of BNEF enterprises that hardly survive in the dynamic business environment and the rising roles of active consumers online and offline in Malaysia context have taken a toll even though have been supported by the government in so many ways. Thus, using brand identity building as a strategic tool for BNEF enterprises’ sustainability is an exploratory study that well described as the independent variable: Internal Elements which consist of Corporate Identity and Organizational Identity and External Elements which consist of Corporate Image and Reputation resulting Brand Loyalty as dependent variable. The conceptual framework therefore, significantly creates Brand Awareness and thus, develop Brand Loyalty for the sustainability of BNEF enterprises in the market. This research study seeks to the advancement of establishing the conceptualization of brand identity building by proposing brand identity as dynamic and strategic tools constructed by influencing inputs from top management, stakeholders and loyal customers. Hence, the research study proposes an innovative managerial framework together with the alignment of Strategic Stars of Brand Identity (Hatch & Schultz, 2001) in order to challenge the establishment approach of brand identity building specifically for sustainability of BNEF enterprises in Malaysia. 2016 Thesis https://ir.uitm.edu.my/id/eprint/101855/ https://ir.uitm.edu.my/id/eprint/101855/1/101855.pdf text en public masters Universiti Teknologi MARA (UiTM) Faculty of Art and Design
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Malaysia Special subjects for design
spellingShingle	Malaysia Special subjects for design Hashim, Siti Fatimah Building brand identity for sustainability of new emerging enterprises (a case study of bumiputera small fashion enterprises in Malaysia) / Siti Fatimah Hashim
description	Brand identity takes an aspirational perspective on ‘what’ and ‘who’ Bumiputera new emerging fashion (BNEF) enterprises in the market while emphasizing on the needs for sustainability. The increasing numbers of BNEF enterprises that hardly survive in the dynamic business environment and the rising roles of active consumers online and offline in Malaysia context have taken a toll even though have been supported by the government in so many ways. Thus, using brand identity building as a strategic tool for BNEF enterprises’ sustainability is an exploratory study that well described as the independent variable: Internal Elements which consist of Corporate Identity and Organizational Identity and External Elements which consist of Corporate Image and Reputation resulting Brand Loyalty as dependent variable. The conceptual framework therefore, significantly creates Brand Awareness and thus, develop Brand Loyalty for the sustainability of BNEF enterprises in the market. This research study seeks to the advancement of establishing the conceptualization of brand identity building by proposing brand identity as dynamic and strategic tools constructed by influencing inputs from top management, stakeholders and loyal customers. Hence, the research study proposes an innovative managerial framework together with the alignment of Strategic Stars of Brand Identity (Hatch & Schultz, 2001) in order to challenge the establishment approach of brand identity building specifically for sustainability of BNEF enterprises in Malaysia.
format	Thesis
qualification_level	Master's degree
author	Hashim, Siti Fatimah
author_facet	Hashim, Siti Fatimah
author_sort	Hashim, Siti Fatimah
title	Building brand identity for sustainability of new emerging enterprises (a case study of bumiputera small fashion enterprises in Malaysia) / Siti Fatimah Hashim
title_short	Building brand identity for sustainability of new emerging enterprises (a case study of bumiputera small fashion enterprises in Malaysia) / Siti Fatimah Hashim
title_full	Building brand identity for sustainability of new emerging enterprises (a case study of bumiputera small fashion enterprises in Malaysia) / Siti Fatimah Hashim
title_fullStr	Building brand identity for sustainability of new emerging enterprises (a case study of bumiputera small fashion enterprises in Malaysia) / Siti Fatimah Hashim
title_full_unstemmed	Building brand identity for sustainability of new emerging enterprises (a case study of bumiputera small fashion enterprises in Malaysia) / Siti Fatimah Hashim
title_sort	building brand identity for sustainability of new emerging enterprises (a case study of bumiputera small fashion enterprises in malaysia) / siti fatimah hashim
granting_institution	Universiti Teknologi MARA (UiTM)
granting_department	Faculty of Art and Design
publishDate	2016
url	https://ir.uitm.edu.my/id/eprint/101855/1/101855.pdf
_version_	1818588020915306496

Building brand identity for sustainability of new emerging enterprises (a case study of bumiputera small fashion enterprises in Malaysia) / Siti Fatimah Hashim

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