Chokpitakkul, Nitcha; Anantachart, Saravudh - In: Journal of Small Business and Enterprise Development 27 (2020) 3, pp. 383-404
Purpose: This study aimed to develop a generalisable small and medium-sized enterprise (SME) brand equity scale and examine its relationship with consumer response factors. Design/methodology/approach: The study which was done in Thailand included three steps. First, brand communications of 40...
