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    Brand matters: an examination of small-to-medium sized enterprises

    Access Status
    Fulltext not available
    Authors
    Napoli, Julie
    Ewing, M.
    Berthon, P.
    Date
    2005
    Type
    Conference Paper
    
    Metadata
    Show full item record
    Citation
    Napoli, J. and Ewing, M. and Berthon, P. 2005. Brand matters: an examination of small-to-medium sized enterprises, in Purchase, S. (ed), Proceeedings of the ANZMAC 2005 conference: Broadening the boundaries, Dec 5-7 2005. Perth, Australia: Australian and New Zealand Marketing Academy.
    Source Title
    Proceedings of Australian and New Zealand Marketing Academy conference
    Source Conference
    Australian and New Zealand Marketing Academy Conference
    Additional URLs
    http://www.anzmac.org/conference_archive/2005/
    ISBN
    0646455028
    URI
    http://hdl.handle.net/20.500.11937/15417
    Collection
    • Curtin Research Publications
    Abstract

    While an impressive body of literature has emerged focusing on the critical activities involved in brand management for larger organizations, no research has been undertaken to examine branding within small to medium sized enterprises (SMEs). The present study therefore examines the nature and scope of brand management within an SME context. Findings show significant differences between small and large organizations along nine of the ten brand management dimensions reported in Keller’s (2000) 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.

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