Brand matters: an examination of small-to-medium sized enterprises
While an impressive body of literature has emerged focusing on the critical activities involved in brand management for larger organizations, no research has been undertaken to examine branding within small to medium sized enterprises (SMEs). The present study therefore examines the nature and scope...
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| Other Authors: | |
| Format: | Conference Paper |
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Australian and New Zealand Marketing Academy
2005
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| Online Access: | http://www.anzmac.org/conference_archive/2005/ http://hdl.handle.net/20.500.11937/15417 |
| _version_ | 1848748887077027840 |
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| author | Napoli, Julie Ewing, M. Berthon, P. |
| author2 | Sharon Purchase |
| author_facet | Sharon Purchase Napoli, Julie Ewing, M. Berthon, P. |
| author_sort | Napoli, Julie |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | While an impressive body of literature has emerged focusing on the critical activities involved in brand management for larger organizations, no research has been undertaken to examine branding within small to medium sized enterprises (SMEs). The present study therefore examines the nature and scope of brand management within an SME context. Findings show significant differences between small and large organizations along nine of the ten brand management dimensions reported in Keller’s (2000) 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. |
| first_indexed | 2025-11-14T07:12:11Z |
| format | Conference Paper |
| id | curtin-20.500.11937-15417 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:12:11Z |
| publishDate | 2005 |
| publisher | Australian and New Zealand Marketing Academy |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-154172017-01-30T11:49:40Z Brand matters: an examination of small-to-medium sized enterprises Napoli, Julie Ewing, M. Berthon, P. Sharon Purchase While an impressive body of literature has emerged focusing on the critical activities involved in brand management for larger organizations, no research has been undertaken to examine branding within small to medium sized enterprises (SMEs). The present study therefore examines the nature and scope of brand management within an SME context. Findings show significant differences between small and large organizations along nine of the ten brand management dimensions reported in Keller’s (2000) 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. 2005 Conference Paper http://hdl.handle.net/20.500.11937/15417 http://www.anzmac.org/conference_archive/2005/ Australian and New Zealand Marketing Academy restricted |
| spellingShingle | Napoli, Julie Ewing, M. Berthon, P. Brand matters: an examination of small-to-medium sized enterprises |
| title | Brand matters: an examination of small-to-medium sized enterprises |
| title_full | Brand matters: an examination of small-to-medium sized enterprises |
| title_fullStr | Brand matters: an examination of small-to-medium sized enterprises |
| title_full_unstemmed | Brand matters: an examination of small-to-medium sized enterprises |
| title_short | Brand matters: an examination of small-to-medium sized enterprises |
| title_sort | brand matters: an examination of small-to-medium sized enterprises |
| url | http://www.anzmac.org/conference_archive/2005/ http://hdl.handle.net/20.500.11937/15417 |