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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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Bibliographic Details
Main Authors:	Napoli, Julie, Ewing, M., Berthon, P.
Other Authors:	Sharon Purchase
Format:	Conference Paper
Published:	Australian and New Zealand Marketing Academy 2005
Online Access:	http://www.anzmac.org/conference_archive/2005/ http://hdl.handle.net/20.500.11937/15417

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