The Influence of Packaging on Brand Equity in Malaysian Small and Medium Enterprises: A Conceptual Paper

Abstract

Abstract

This article discussed at conceptual level the influence of packaging on the formation of brand equity in Malaysian small and medium enterprises (SMEs). This paper utilised qualitative inductive methodology to critically review and reconcile Aaker’s brand equity theory with other emerging streams of findings in this area in order to propose an expansion of the Aaker’s model in the SMEs context.  Existing literature indicates that most of the studies on brand equity have examined the effect of packaging on the creation of brand equity in the context of large companies. Only a handful of studies investigate the effect of packaging on brand equity in the context of SMEs. The paper found that packaging has a positive relationship with brand equity in the context of SMEs. Therefore, SMEs practitioners are proposed to improve their competitive advantage in the market by using intangible asset which is brand equity.

Keywords: Branding, Brand equity, Packaging, Small and medium enterprises (SMEs)