1 - 7 of 7 articles
Purpose – The purpose of this paper is to examine whether classical brand naming concepts are sustainable for entrepreneurial firms in the net economy. Design/methodology/approach – A prior study of Kohli and LaBahn covers the formal brand naming process and gives insights into brand name...
Purpose – The marketing of small‐ to medium‐sized enterprises (SMEs) can face many challenges, particularly for those operating within the creative industries. The purpose of this paper is to describe an inductive and exploratory case study approach to empirically investigate the issues and...
Purpose – The purpose of this paper is to analyse web site brand communication by small to medium‐sized enterprises (SMEs) in the restaurant franchise industry, using Aaker's brand personality dimensions. It shows how an SME can test its intended positioning against competitors....
Purpose – The purpose of this research is to identify non‐sector‐specific brand and reputation‐based factors that distinguish successful entrepreneurs and small to medium‐sized enterprises (SMEs) from their larger counterparts. These distinguishing factors provide the building blocks for a...
Purpose – This paper is a brief historical examination of brand, organisation identity and reputation in small and medium‐sized enterprises (SMEs). The discussion is situated within the context of the challenges that the global knowledge‐based business environment poses to organisations of...
Purpose – The purpose of this paper is to describe a qualitative study of small retailers, designed to uncover perceptions of resources which may be utilized to create competitive advantages and improve performance. The resource‐based view (RBV) of the firm has focused on large firms, and this...
Purpose – The purpose of this paper is to understand how branding can facilitate small business development of new ventures. Design/methodology/approach – A conceptual approach was used for understanding branding in new ventures. A model with eight propositions has been developed and then...
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