THE RELATIONSHIP BETWEEN PRODUCT BRANDING, CORPORATE BRANDING AND INNOVATIVENESS BRANDING ON CORPORATE GROWTH IN LOW COST CARRIER INDUSTRY OF MALAYSIA

Abstract

Corporate growth is an important topic in all organizations around the globe, regardless of the scale of business, where growth of an organizations is vital to achieve respective mission and wealth of the shareholders. However, there are no common aligned perspective to corporate growth and constructs that influence the corporate growth. Based on the literatures reviewed, the studies only shown substantial or indirect impact on corporate growth by the branding strategy, namely product branding, corporate branding and innovativeness branding.

The current research study is to examine whether the three branding strategies are positively influencing the corporate growth in Low Cost Carriers (LCCs) of Malaysia. The Penrose theory and Greiner’s growth model were discussed and a conceptual framework was developed to illustrate the relationship between product branding, corporate branding, and innovativeness branding on corporate growth in low-cost carrier industry of Malaysia. Alongside with three hypotheses developed based on the literatures reviewed.

The current research is a quantitative-based correlation design. The data in current research study was collected from 399 respondents via online questionnaire. The hypotheses testing was conducted via multiple regression analysis to determine the relationship between product branding, corporate branding, and innovativeness branding on corporate growth in low-cost carrier industry of Malaysia. The results of current research study suggested that despite weak linear relationship, product branding, corporate branding, and innovativeness branding were found to be statistically significant to the corporate growth in low-cost carrier industry of Malaysia.

The current research is not only allowing the academia to have deeper insight into the phenomenon under study, but it also will be of value to study the corporate growth of Malaysian low-cost carriers when low-cost carriers are one of the sectors most impacted by the Covid-19 pandemic.