Exploratory Factor Analysis of the Effects of Design on Brand Strategy-Performance in Malaysian Furniture Firms

Abstract

To investigate the performance of the Malaysian furniture companies in the context of design and brand strategy, a
self-administered questionnaire survey was conducted. This research was conducted to examine the effects of design on the
brand strategy towards a better export performance among companies. It is an important strategic tool that can help firms to
manage their business activities more efficiently as well as provide them with their competitive edge, has attracted significant
research attention. Despite the increased research attention in recent years, limited numbers of empirical studies have
investigated how small and medium-sized firms (SMEs) perceived design, in the Malaysian context. The subjects involved in the
survey included 223 furniture companies participating in the Malaysian Furniture Fair (MIFF 2012) that are highly committed in
exporting. Consequently, it resulted in a return of 116 questionnaires that were furthered analyzed. This study sought to address
this research issue by examining the perceptions of owners and managers of 116 furniture SMEs concerning design and their
branding strategy in the Malaysian furniture industry. The findings suggest favourable perceptions of design among the SMEs
brand strategy surveyed.