Article2014

BRAND MANAGEMENT IN SMALL AND MEDIUM ENTERPRISE: EVIDENCE FROM DUBAI, UAE

13 citations0/0 files storedRePEc: Research Papers in Economics

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

Abstract

The study aims to explore the owner-managers’ attitudes and opinions towards branding and brand management in small and medium enterprises across Dubai, UAE. The study also explores the causes that are acting as barriers to brand building. The data collected is through questionnaires from a sample of 62 respondents and interviews with Small and Medium Enterprises owners-managers. The research found that many Small and Medium Enterprises do not practice branding strategies and most of the respondents believe that incorporating branding strategies is insignificant for the success of Small and Medium Enterprises (SME).

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References

1990The Effect of a Market Orientation on Business Profitability 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1995Understanding the small business sector 1996Measuring Brand Equity Across Products and Markets 1988Entrepreneurship: Past Research and Future Challenges 1999Brand Orientation: A Mindset for Building Brands into Strategic Resources 2001SME marketing in practice 2008Building brand identity in competitive markets: a conceptual model

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2016The Role of Emotional and Rational Trust in Explaining Attitudinal and Behavioral Loyalty: An Insight Into SME Brands

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