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Brand management in small to medium-sized enterprises
journal contribution
posted on 2008-01-01, 00:00 authored by P Berthon, Mike Ewing, J NapoliAlthough 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.
History
Journal
Journal of small business managementVolume
46Issue
1Pagination
27 - 45Publisher
Wiley-BlackwellLocation
Oxford, EnglandPublisher DOI
ISSN
0047-2778Language
engPublication classification
C1.1 Refereed article in a scholarly journalCopyright notice
2008, Wiley Blackwell PublishingUsage metrics
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