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

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Author(s): Pravina Jayapal (Universiti Sains Malaysia, Malaysia)and Azizah Omar (Universiti Sains Malaysia, Malaysia)
Copyright: 2017
Pages: 23
Source title: Handbook of Research on Small and Medium Enterprises in Developing Countries
Source Author(s)/Editor(s): Noor Hazlina Ahmad (Universiti Sains Malaysia, Malaysia), T. Ramayah (Universiti Sains Malaysia, Malaysia), Hasliza Abdul Halim (Universiti Sains Malaysia, Malaysia)and Syed Abidur Rahman (Universiti Utara Malaysia, Malaysia)
DOI: 10.4018/978-1-5225-2165-5.ch009

Keywords: Business Science Reference / Digital Divide & Developing Countries / Government & Law / Small and Medium Enterprises

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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.

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

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