Brand‐Building Efforts and Their Association with SME Sales Performance

Lara Agostini, Roberto Filippini and Anna Nosella

Journal of Small Business Management, 2015, vol. 53, issue S1, 161-173

Abstract: The objective of this paper was to investigate the association between branding, captured by the combined use of the number of corporate and product trademarks and marketing expenses, and small‐ to medium‐sized enterprise () sales performance in the fashion industry. The results of the panel regression model indicate that corporate trademarks and marketing expenses do have a positive association with s sales performance, and in particular, marketing expenses show the highest estimates. These results suggest that branding may also play a relevant also in the context, thus opening new paths for research within this field.

Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1111/jsbm.12185 (text/html)
Access to full text is restricted to subscribers.

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:taf:ujbmxx:v:53:y:2015:i:s1:p:161-173

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/ujbm20

DOI: 10.1111/jsbm.12185

Access Statistics for this article

Journal of Small Business Management is currently edited by Eric Liguori

More articles in Journal of Small Business Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().