Odoom, Raphael; Narteh, Bedman; Boateng, Richard - In: Qualitative Market Research: An International Journal 20 (2017) 1, pp. 68-89
Purpose Given the significant contributions of small- and medium-sized enterprises (SMEs) across several economies, calls for investigations into their branding strategies are burgeoning. However, the literature is unclear, scattered and relatively scanty. The purpose of this paper is to provide...