Title: Branding strategy development based on innovative behaviour

Authors: Popy Rufaidah

Addresses: Department of Management and Business, Faculty of Economics and Business, Universitas Padjadjaran, Jl. Dipati, Ukur No. 35, Bandung 40132, West Java, Indonesia

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.

DOI: 10.1504/IJBG.2017.083242

International Journal of Business and Globalisation, 2017 Vol.18 No.3, pp.396 - 416

Received: 19 Nov 2015
Accepted: 09 Jun 2016

Published online: 22 Mar 2017 *

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