Effects of employee engagement, marketing innovations and human capital growth integration on strategic brand performance: exploring smes in Ghana

Solomon Tawiah Yeboah (), Ernest Kumi and William Asamoah-Appiah
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Solomon Tawiah Yeboah: Cape Coast Technical University
Ernest Kumi: Cape Coast Technical University
William Asamoah-Appiah: Cape Coast Technical University

SN Business & Economics, 2025, vol. 5, issue 7, 1-26

Abstract: Abstract SMEs in Ghana face growing technological and competitive pressures requiring integrated internal capabilities for sustained brand performance. This study examines how employee engagement, marketing innovation, and human capital growth interact to enhance brand performance, using data from 400 SME employees across Ashanti, Bono, and Greater Accra regions. SmartPLS4 SEM analysis reveals that employee engagement and human capital growth significantly boost brand performance and marketing innovation, with marketing innovation having the strongest direct impact. Marketing innovation also mediates the effects of employee engagement and human capital growth. SME leaders are advised to allocate resources toward innovative marketing to achieve long-term brand equity and customer loyalty. This study extends the Resource-Based View by modelling these factors as drivers of brand performance and suggests future research could adopt longitudinal designs and explore moderators like culture and leadership.

Keywords: Marketing innovation; Human capital growth; Brand performance; And SMEs (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s43546-025-00842-7

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