SMEs and marketing: a systematic literature review

R Bocconcelli, M Cioppi, F Fortezza… - International Journal …, 2018 - Wiley Online Library
This paper presents a systematic review of recent academic literature analysing the role,
organization and management of marketing activities in small and medium‐sized …

Internal branding: conceptualization from a literature review and opportunities for future research

D Barros-Arrieta, E García-Cali - Journal of Brand Management, 2021 - Springer
Recently, internal branding has gained relevance in the marketing literature because
researchers recognize that corporate brand management not only implicates external …

Branding in small-and medium-sized enterprises (SMEs) Current issues and research avenues

R Odoom, B Narteh, R Boateng - Qualitative Market Research: An …, 2017 - emerald.com
Purpose Given the significant contributions of small-and medium-sized enterprises (SMEs)
across several economies, calls for investigations into their branding strategies are …

Interactive network branding: Creating corporate identity and reputation through interpersonal interaction

N Koporcic, A Halinen - IMP Journal, 2018 - emerald.com
Purpose The purpose of this paper is to examine Interactive Network Branding (INB) as an
emergent process where the corporate identity and reputation of a small-and medium-sized …

Conceptualising SME brand co‐creation

M Juntunen - International Journal of Management Reviews, 2024 - Wiley Online Library
Research on the branding of small‐and medium‐sized enterprises (SMEs), known as SME
branding, has garnered substantial interest over the past two decades. Although …

Customer-Based Brand Equity Drivers: A Leading Brand of Beer in Estonia

DN Coudounaris, P Björk, T Mets, R Asadli… - Administrative …, 2024 - mdpi.com
Based on the trust/commitment theory and the customer-based brand equity theory, this
study aims to ascertain which of the brand equity drivers of A. Le Coq beer have an impact …

Communicating Sustainability Practices and Values: A case study approach of a micro-organisation in the UK

PJ Alevizou, CE Henninger… - International Journal of …, 2019 - inderscienceonline.com
This article investigates sustainability communication through the lens of integrated
marketing communication (IMC) by focusing on one case organisation that sees aspects of …

[PDF][PDF] Brändätään pikkaisen: pk-yrityksen brändikirja

J Sandbacka - 2010 - oulurepo.oulu.fi
Melkein kaikki (99, 8%) suomalaiset yritykset ovat pk-yrityksiä! Miksei pk-yritysten
markkinointiosaamisen kehittämisestä ja yritysten kasvusta ole hyllyt täynnä kirjoja, yliopistot …

[PDF][PDF] Brand management in small and medium enterprises (SMEs) from stakeholder theory perspective

S Raki, MMA Shakur - … of Academic Research in Business and …, 2018 - researchgate.net
Branding in SMEs setting has received a significant interest from academic researchers.
However, the majority of studies took a single stakeholder approach, although multiple …

Developing a deeper understanding of actionable customer feedback: A systematic literature review

L Molnár, T Keszey, M Frau - Society and Economy, 2024 - akjournals.com
This paper aims to enhance the understanding of the influencing factors and consequences
of feedback, with a particular focus on brand outputs and co-creation, and to identify future …