IMPACT OF ENTREPRENEURS’PERSONAL VALUES, ATTITUDES, AND ROLE PERCEPTIONS ON BRAND IMAGE FORMATION: THE MODERATING ROLE OF BRAND AMBIDEXTERITY

IMPACT OF ENTREPRENEURS’PERSONAL VALUES, ATTITUDES, AND ROLE PERCEPTIONS ON BRAND IMAGE FORMATION: THE MODERATING ROLE OF BRAND AMBIDEXTERITY

Solomon Tawiah Yeboah, Haider Yasmeen, George Kofi Amoako

The study examined the relationship between apparel fashion entrepreneurs’ personal attitudes, values, role perceptions, and brand image formation, focussing on the moderating role of brand ambidexterity. A cross-sectional and quantitative research design was used to collect data from 245 apparel fashion entrepreneurs through convenient sampling. Analysis with SmartPLS3 revealed personal values, attitudes, and role perceptions significantly influence brand image formation. Brand ambidexterity also moderated the relationship between personal values and brand image formation, but not the relationships involving personal attitudes and role

2025

https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&cstart=100&pagesize=100&citation_for_view=hXmr_bYAAAAJ:e0LTWoPxLYMC

English