Brand co-creation: revitalising Bumiputera-owned SMEs post-COVID-19

• Main Authors: Charlie Albert Lasuin, Azizah Omar
• Format: Proceedings
• Language: English; English
• Subjects: HF Commerce
• Online Access: https://eprints.ums.edu.my/id/eprint/27087/1/Brand%20co-creation%2C%20revitalising%20Bumiputera-owned%20SMEs%20post-COVID-19-ABSTRACT.pdf; https://eprints.ums.edu.my/id/eprint/27087/2/Brand%20Co-Creation%2C%20Revitalising%20Bumiputera-Owned%20SMEs%20Post-COVID-19.pdf; https://eprints.ums.edu.my/id/eprint/27087/

Undoubtedly, COVID-19 pandemic has changed the global micro and macro environment, causing misery and large-scale loss of human life, spreading fear of uncertainty as well as severe disruptions among smaller operating margins especially small and medium enterprises (SMEs). International and local lo...