Brand management in small to medium-sized enterprises

被引:123
作者
Berthon, Pierre [2 ]
Ewing, Michael T. [3 ]
Napoli, Julie [1 ]
机构
[1] Univ Melbourne, Parkville, Vic 3052, Australia
[2] Bentley Coll, Waltham, MA 02154 USA
[3] Monash Univ, Dept Mkt, Clayton, Vic 3168, Australia
关键词
D O I
10.1111/j.1540-627X.2007.00229.x
中图分类号
C93 [管理学];
学科分类号
12 ; 1201 ; 1202 ; 120202 ;
摘要
Although an impressive body of literature has emerged focusing on the critical activities involved in brand management for larger organizations with well-established brands and substantial marketing budgets, no research has been undertaken to examine branding within small to medium-sized enterprises (SMEs). The present study therefore seeks to assess the nature and scope of brand management within an SME context. Findings show significant differences between small and large organizations along 9 of the 10 brand management dimensions reported in Keller's brand report card. Moreover, different brand management practices are associated with business Performance in SMEs. Implications of the study are highlighted, limitations noted, and directions for future research outlined.
引用
收藏
页码:27 / 45
页数:19
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