Brand Orientation and Business Resilience: A Confirmatory Factor Analysis among Homegrown Franchisees in Malaysia

Abstract

The COVID-19 pandemic has presented significant challenges for business, particularly within the franchising industry. Having an established and reputable brand is essential to the success of any business. However, instruments are scarce, especially homegrown franchisees, on assessing the impact of brand orientation on business resilience amid a pandemic. Thus, this study aims to address this issue by utilizing Confirmatory Factor Analysis (CFA) through Smart PLS 4.0 software to construct and validate measuring instruments. A survey instrument was employed to gather data from a sample comprising 138 Malaysian homegrown franchisees. The selection of participants was done by purposive sampling. These results strongly support the reliability and validity of the brand orientation scales and the suggested model that aims to help homegrown franchisees survive during the pandemic. These results not only contribute to what is known for future research, but they also help the franchise business in real ways. This study builds a strong base for future research by examining how brand orientation affects homegrown franchisees' ability to thrive during a pandemic. It gives valuable information to both professionals in the field and academic researchers.