Branding strategies effects in enhancing SMEs performance in Saudi Arabia

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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...

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Bibliographic Details
Main Authors:	Saud, Raed, Abdullah, Abdul Rashid, Abd Rahman, Azmawani, Ali, Mass Hareeza
Format:	Article
Language:	English
Published:	Hampstead Psychological Associates 2020
Online Access:	http://psasir.upm.edu.my/id/eprint/88058/ http://psasir.upm.edu.my/id/eprint/88058/1/ABSTRACT.pdf

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