Brand Management and Business Performance in Mexican Small Business

Gonzalo Maldonado-Guzman, Jesus Francisco Mellado-Siller and Edith Reyes-Ruiz

Journal of Management and Sustainability, 2018, vol. 8, issue 3, 16

Abstract: Brand management is a relatively new topic in marketing literature and it is considered by several researchers, academics and professionals, as one of the most important business strategies that allow not only a significant growth of the business performance of small enterprises, but also their continuity in the market where they participate. Similarly, brand management has also been analyzed and discussed at the core of enterprises and there are relatively few investigations that focus on small enterprises, and there are even less researches carried out in developing countries. For these reasons, the main goal of this empirical research is the analysis and discussion of the effects of brand management on the level of business performance in small enterprises, by using a sample of 300 small firms and by implementing a model of structural equations of second order, that can provide a deeper understanding of the current relation between brand management and business performance. The results obtained show that brand management has a positive and significant in the level of business performance in small enterprises.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:jmsjnl:v:8:y:2018:i:3:p:16

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