@article{(Open Science Index):https://publications.waset.org/pdf/15744, title = {Leadership Branding for Sustainable Customer Engagement}, author = {Fauziah Sh. Ahmad and Rosmini Omar and Siti Zaleha Abdul Rasid and Muslim Amin}, country = {}, institution = {}, abstract = {The purpose of this paper is to examine the inter relationships among various leadership branding constructs of entrepreneurs in small and medium sized enterprises (SMEs). We employ a quantitative structural equation modeling through a new leadership branding engagement model comprises constructs of leader-s or entrepreneur-s personality, branding practice and customer engagement. The results confirm that there are significant relationships between the three constructs and the major fit indices indicate that the data fits the proposed model. The findings provide insights and fill in the literature gaps on statistically validated representation of leadership branding for SMEs across new economic regions of Malaysia that may implicate other economic zones with similar situations. This study extends the establishment of a leadership branding engagement model with a new mechanism of using leaders- personality as a predictor to branding practice and customer engagement performance.}, journal = {International Journal of Economics and Management Engineering}, volume = {6}, number = {2}, year = {2012}, pages = {209 - 216}, ee = {https://publications.waset.org/pdf/15744}, url = {https://publications.waset.org/vol/62}, bibsource = {https://publications.waset.org/}, issn = {eISSN: 1307-6892}, publisher = {World Academy of Science, Engineering and Technology}, index = {Open Science Index 62, 2012}, }