Brand management in small to medium-sized enterprises

Berthon, Pierre, Ewing, Michael T and Napoli, Julie 2008, Brand management in small to medium-sized enterprises, Journal of small business management, vol. 46, no. 1, pp. 27-45, doi: 10.1111/j.1540-627X.2007.00229.x.

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Title Brand management in small to medium-sized enterprises
Author(s) Berthon, Pierre
Ewing, Michael TORCID iD for Ewing, Michael T
Napoli, Julie
Journal name Journal of small business management
Volume number 46
Issue number 1
Start page 27
End page 45
Total pages 19
Publisher Wiley-Blackwell
Place of publication Oxford, England
Publication date 2008
ISSN 0047-2778
Keyword(s) Brand management
Small to medium enterprises
Summary Although an impressive body of literature has emerged focusing on the critical activities involved in brand management for larger organizations with well-established brands and substantial marketing budgets, no research has been undertaken to examine branding within small to medium-sized enterprises (SMEs). The present study therefore seeks to assess the nature and scope of brand management within an SME context. Findings show significant differences between small and large organizations along 9 of the 10 brand management dimensions reported in Keller's brand report card. Moreover, different brand management practices are associated with business performance in SMEs. Implications of the study are highlighted, limitations noted, and directions for future research outlined.
Language eng
DOI 10.1111/j.1540-627X.2007.00229.x
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2008, Wiley Blackwell Publishing
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Document type: Journal Article
Collection: Office of Pro Vice-Chancellor (Rural and Regional)
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