Branding strategies effects in enhancing SMEs performance in Saudi Arabia
The purpose of this study is to investigate the relationship of brand experience and brand image to SMEs performance through mediation of brand loyalty. The study is conceptualized in context of Saudi Arabia. The study highlights the factors which compels customers to show loyalty towards SMEs and r...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Hampstead Psychological Associates
2020
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| Online Access: | http://psasir.upm.edu.my/id/eprint/88058/ http://psasir.upm.edu.my/id/eprint/88058/1/ABSTRACT.pdf |
| _version_ | 1848860546694119424 |
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| author | Saud, Raed Abdullah, Abdul Rashid Abd Rahman, Azmawani Ali, Mass Hareeza |
| author_facet | Saud, Raed Abdullah, Abdul Rashid Abd Rahman, Azmawani Ali, Mass Hareeza |
| author_sort | Saud, Raed |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | The purpose of this study is to investigate the relationship of brand experience and brand image to SMEs performance through mediation of brand loyalty. The study is conceptualized in context of Saudi Arabia. The study highlights the factors which compels customers to show loyalty towards SMEs and role of loyalty to enhance firm’s performance. This study includes theoretical model to describe relationships in presentable way. In this study, Discussion also being provided to explore relationships further and limitations of study also provided. Future directions also provided for future studies to consider in another services context. |
| first_indexed | 2025-11-15T12:46:57Z |
| format | Article |
| id | upm-88058 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T12:46:57Z |
| publishDate | 2020 |
| publisher | Hampstead Psychological Associates |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-880582022-05-24T04:21:38Z http://psasir.upm.edu.my/id/eprint/88058/ Branding strategies effects in enhancing SMEs performance in Saudi Arabia Saud, Raed Abdullah, Abdul Rashid Abd Rahman, Azmawani Ali, Mass Hareeza The purpose of this study is to investigate the relationship of brand experience and brand image to SMEs performance through mediation of brand loyalty. The study is conceptualized in context of Saudi Arabia. The study highlights the factors which compels customers to show loyalty towards SMEs and role of loyalty to enhance firm’s performance. This study includes theoretical model to describe relationships in presentable way. In this study, Discussion also being provided to explore relationships further and limitations of study also provided. Future directions also provided for future studies to consider in another services context. Hampstead Psychological Associates 2020 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/88058/1/ABSTRACT.pdf Saud, Raed and Abdullah, Abdul Rashid and Abd Rahman, Azmawani and Ali, Mass Hareeza (2020) Branding strategies effects in enhancing SMEs performance in Saudi Arabia. International Journal of Psychosocial Rehabilitation, 24 (3). 729 - 741. ISSN 1475-7192 https://www.psychosocial.com/article/PR200828/11014/ 10.37200/IJPR/V24I3/PR200828 |
| spellingShingle | Saud, Raed Abdullah, Abdul Rashid Abd Rahman, Azmawani Ali, Mass Hareeza Branding strategies effects in enhancing SMEs performance in Saudi Arabia |
| title | Branding strategies effects in enhancing SMEs performance in Saudi Arabia |
| title_full | Branding strategies effects in enhancing SMEs performance in Saudi Arabia |
| title_fullStr | Branding strategies effects in enhancing SMEs performance in Saudi Arabia |
| title_full_unstemmed | Branding strategies effects in enhancing SMEs performance in Saudi Arabia |
| title_short | Branding strategies effects in enhancing SMEs performance in Saudi Arabia |
| title_sort | branding strategies effects in enhancing smes performance in saudi arabia |
| url | http://psasir.upm.edu.my/id/eprint/88058/ http://psasir.upm.edu.my/id/eprint/88058/ http://psasir.upm.edu.my/id/eprint/88058/ http://psasir.upm.edu.my/id/eprint/88058/1/ABSTRACT.pdf |