Welcome to the InfoSci Platform
Reference Hub1
The Role of Value Co-Creation on Brand Image: A Conceptual Framework for the Market Performance of SMEs in Malaysia

The Role of Value Co-Creation on Brand Image: A Conceptual Framework for the Market Performance of SMEs in Malaysia

Pravina Jayapal, Azizah Omar
Copyright: © 2017 |Pages: 23
ISBN13: 9781522521655|ISBN10: 1522521658|EISBN13: 9781522521662
DOI: 10.4018/978-1-5225-2165-5.ch009
Cite Chapter Cite Chapter

MLA

Jayapal, Pravina, and Azizah Omar. "The Role of Value Co-Creation on Brand Image: A Conceptual Framework for the Market Performance of SMEs in Malaysia." Handbook of Research on Small and Medium Enterprises in Developing Countries, edited by Noor Hazlina Ahmad, et al., IGI Global, 2017, pp. 185-207. https://doi.org/10.4018/978-1-5225-2165-5.ch009

APA

Jayapal, P. & Omar, A. (2017). The Role of Value Co-Creation on Brand Image: A Conceptual Framework for the Market Performance of SMEs in Malaysia. In N. Ahmad, T. Ramayah, H. Halim, & S. Rahman (Eds.), Handbook of Research on Small and Medium Enterprises in Developing Countries (pp. 185-207). IGI Global. https://doi.org/10.4018/978-1-5225-2165-5.ch009

Chicago

Jayapal, Pravina, and Azizah Omar. "The Role of Value Co-Creation on Brand Image: A Conceptual Framework for the Market Performance of SMEs in Malaysia." In Handbook of Research on Small and Medium Enterprises in Developing Countries, edited by Noor Hazlina Ahmad, et al., 185-207. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-2165-5.ch009

Export Reference

Mendeley
Favorite

Abstract

The proliferation of SMEs in Malaysia shows that a better understanding on this SMEs are needed. Even though the SME market is booming, these SMEs face difficulties in sustaining in the constantly evolving marketplace. In order to continuously flourish in this industry, the firms should understand the role of value co-creation in improving their market performance. The lack of value co-creation implementation has been found to act as a barrier for these SMEs. Moreover, SMEs are identified to have issues in establishing a strong brand image through value co-creation. Therefore, the book chapter develops a conceptual framework to improve the understanding on the contribution of value co-creation in the development of stronger brand image and greater market performance.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.