Brand orientation, brand-building behavior and brand identity in SMEs : an empirical evaluation
Purpose: This study aims to facilitate the understanding of brand building among owners/managers of SMEs by highlighting the relationships among the multidimensionality of brand orientation, brand-building behavior and brand identity. Design/methodology/approach: In addressing the research issue, the study uses responses from 158 domesticated SMEs in North Macedonia, afterwards relying on structural equation modeling to test the research propositions. Findings: This study validates brand orientation as a multidimensional term that is underlined by brand artefacts, norms and values. This study also validates the assumptions that brand orientation, brand-building behavior and brand identity are significantly related. Research limitations/implications: While it is possible that our evidence base is limited to the context studied, the research findings nevertheless contribute primarily to the emergent scholarship on SMEs' brand building. Practical implications: This study has practical consequences for SMEs' brand building. More specifically, it enriches the understanding of the interrelationships between brand orientation, brand-building behavior and brand identity. Originality/value: This study provides an advanced perspective of brand orientation as a complex phenomenon and further provides understanding of its relations to brand-building behavior and brand identity of the domesticated SMEs.
Year of publication: |
2020
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Authors: | Osakwe, Christian Nedu ; Palamidovska-Sterjadovska, Nikolina ; Mihajlov, Martin ; Ciunova-Shuleska, Anita |
Published in: |
Marketing Intelligence & Planning. - Emerald, ISSN 0263-4503, ZDB-ID 2023533-1. - Vol. 38.2020, 7 (04.03.), p. 813-828
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Publisher: |
Emerald |
Saved in:
Online Resource
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