Show simple item record

dc.contributor.authorNapoli, Julie
dc.contributor.authorEwing, M.
dc.contributor.authorBerthon, P.
dc.contributor.editorSharon Purchase
dc.date.accessioned2017-01-30T11:49:40Z
dc.date.available2017-01-30T11:49:40Z
dc.date.created2014-10-28T02:23:11Z
dc.date.issued2005
dc.identifier.citationNapoli, 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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/15417
dc.description.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.

dc.publisherAustralian and New Zealand Marketing Academy
dc.relation.urihttp://www.anzmac.org/conference_archive/2005/
dc.titleBrand matters: an examination of small-to-medium sized enterprises
dc.typeConference Paper
dcterms.source.titleProceedings of Australian and New Zealand Marketing Academy conference
dcterms.source.seriesProceedings of Australian and New Zealand Marketing Academy conference
dcterms.source.isbn0646455028
dcterms.source.conferenceAustralian and New Zealand Marketing Academy Conference
dcterms.source.conference-start-dateDec 5 2005
dcterms.source.conferencelocationPerth, Australia
dcterms.source.placeAustralia
curtin.accessStatusFulltext not available


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record