 Exploring the Relationship between Entrepreneurial Marketing Dimensions, Brand Equity and SME GrowthJalal Rajeh Hanaysha IIM Kozhikode Society & Management Review, 2023, vol. 12, issue 1, 22-38 Abstract: This study was conducted to test the linkages among the dimensions of entrepreneurial marketing, brand equity and business growth in small and medium enterprises (SMEs) . Required data were gathered using the quantitative research approach. Particularly, the primary data were obtained through a structured survey from several owners and managers in SMEs. The obtained data were then analysed through SPSS and Partial-Least Square (PLS-SEM) approach to calculate the validity and reliability of the measurement items and also to verify the association among entrepreneurial marketing dimensions, brand equity and SME growth. The results showed that brand equity has a positive association with SME growth. The outcomes further indicated that customer intensity, value creation, innovativeness, resource leveraging, proactiveness and opportunity focus have positive effects on brand equity. However, the effect of risk taking on brand equity was found insignificant. This article addresses existing research gaps in the literature with regard to the linkages between entrepreneurial marketing dimensions, brand equity and SME growth. Keywords: Brand equity; business growth; entrepreneurial marketing; SMEs (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sae:iimkoz:v:12:y:2023:i:1:p:22-38 DOI: 10.1177/22779752221125265 Access Statistics for this article More articles in IIM Kozhikode Society & Management Review |
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