THE IMPACT OF PERCEIVED BRAND INNOVATION AND CREATIVE THINKING, COMPETITIVE FOCUS ON CREATIVE INNOVATION EFFICIENCY OF SMALL AND MEDIUM ENTERPRISES IN THE NORTHEASTERN OF THAILAND

Abstract

          The objectives of this study were to investigate the impact of perceived brand innovation and creative thinking, and competitive focus on creative innovation efficiency of Small and Medium Enterprises in the Northeastern of Thailand. A sample of 400 was selected by Stratified Random Sampling technique. Data were collected by questionnaire which had reliability values between 0.91-0.93 and discrimination power values between 0.56-0.86. Statistics used in data analysis were frequency, percentage, mean, standard deviation, multiple correlations and multiple regression analysis.

          The results of this study showed that perceived brand innovation and creative thinking in the aspects of innovation perception, and stimulus perception as well as competitive focus in the aspects of innovation management, product and service quality, and customer response had a significant positive effect on creative innovation efficiency, bus also brand awareness had a significant negative effect on creative innovation efficiency. Small and Medium Enterprises that created perceived brand innovation and creative thinking as well as competitive focus will result in increased creative innovation efficiency.