Small and medium-sized enterprise brand development in an emerging economy: The view of the owner/manager
Johannes Wiid,
Belinda Senooane,
Michael Cant
Abstract:Small business branding is a relatively under-researched field, and available research largely excludes the African region. As a result, the brand development of small and medium enterprises (SMEs) in emerging markets is a topical issue. The aim of this study was to analyse whether brand development factors such as brand barriers, brand characteristics, perceived advantage, and brand perceptions are perceived by owners/managers as having a positive effect on retail SME brand development. A cross-sectional surv… Show more
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