Abstract
The study empirically examines the inter relationships among various branding constructs of leaders or entrepreneurs in small and medium sized enterprises (SMEs). The study employs structural equation modeling through a new branding leadership model comprises of branding leadership, challenges, implementation and performance. The results confirm significant relationships among the constructs. The major fit indices indicate good data fit to the proposed model. The findings provide meaningful insights to SME leaders. It also fill the gaps in literature by statistically validating the model of branding leadership in Malaysia that may implicate other economic zones with similar situations.
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