Innovation is regarded as an engine for driving economic growth. Innovation is considered
equally important for the large enterprises as well as the Small and Medium Enterprises …

Purpose Given the significant contributions of small-and medium-sized enterprises (SMEs)
across several economies, calls for investigations into their branding strategies are …

A model is developed to examine the relationships among marketing-mix efforts (channel
performance, value-oriented price, promotion, and after-sales service), corporate image …

Purpose–The purpose of this paper is to assess brand identity, equity and brand
management in SMEs. Design/methodology/approach–The methodology is based on the …

Purpose–The purpose of this paper is to explore the extent to which traditional marketing
theory and practice can be applied in small-and medium-sized enterprises (SMEs) and …

Purpose–This paper aims to shed light on the specificity of branding approaches for young
companies for the reason that branding is a crucial activity for the survival and success of a …

This study examines the relation between entrepreneurial orientation and brand orientation
in industrial small and medium-sized enterprises (SMEs) and the extent to which the two …

Purpose The purpose of this paper is to examine the performance effects of brand identity in
small-and medium-sized enterprises (SMEs). Design/methodology/approach The authors …

This study explores how network actors participate in branding in the context of SMEs
operating in business markets. Branding is conventionally seen as an internally governed …

Increasing attention has been paid to the concept of brand orientation over the last decade.
However, research on brand orientation in small firms is only in its infancy, the present study …