The Effects of Brand orientation on Mexican SMEs Business Performance

Victor Manuel Molina-Morejón, Gonzalo Maldonado-Guzmán and Raumundo Juárez-del Toro

Advances in Management and Applied Economics, 2024, vol. 14, issue 5, 12

Abstract: Brand orientation is a relatively recent construct in marketing literature, and is considered by various researchers, academics, and professionals in the field of marketing as one of the business strategies that have the greatest significant positive effects on business performance. Furthermore, brand orientation has been analyzed in the few studies published in literature as a general construct and has not been analyzed and discussed in a disaggregated manner, that is, the effects of each of the constructs have not been analyzed and discussed. factors at the level of business performance. Therefore, using a sample of 300 small companies, the essential objective of this empirical study is the analysis and discussion of the effects of brand orientation on the level of business performance of small companies. The results obtained show that values, norms, artifacts, and behavior have significant positive effects on the level of business performance of small businesses. Â JEL classification numbers: M31.

Keywords: Brand orientation; Brands; Business performance; Small firms. (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.scienpress.com/Upload/AMAE%2fVol%2014_5_12.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spt:admaec:v:14:y:2024:i:5:f:14_5_12

Access Statistics for this article

More articles in Advances in Management and Applied Economics from SCIENPRESS Ltd
Bibliographic data for series maintained by Eleftherios Spyromitros-Xioufis ().