Purpose: The purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by examining its potential relation with the SME owner-manager, the pathways to its creation and development and the...

Purpose – This paper aims to investigate how small to medium‐sized enterprises (SMEs) use particular brand communication activities to develop their brands. Design/methodology/approach – As a means to build some understanding about this phenomenon, a “contemporary marketing practices”...