The Influence of Branding Management on Business Performance: An Empirical Evidence from Vietnamese Food and Beverage Industry

Pham Thi Thanh Hong and Dinh Kim Quynh Diep

International Journal of Business Administration, 2016, vol. 7, issue 3, 36-43

Abstract: This study examined the relationship between branding and firm¡¯s financial performance within Vietnamese small and medium-sized enterprises (SMEs) in food and beverage industry. Analyzing data from 135 Vietnamese SMEs, the study provided an evidence for the positive relationship between branding management and business performance. The study also provided a deep insight on how Vietnamese entrepreneurs think and develop their brands; therefore, made some recommendations for businessmen, policy makers and branding service providers in Vietnam.

Keywords: brand orientation; brand identity; internal branding; brand performance; SMEs; Vietnam (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:jfr:ijba11:v:7:y:2016:i:3:p:36-43

DOI: 10.5430/ijba.v7n3p36

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