Branding and outcomes in small and medium-sized enterprises (SMEs): a resource–capability approach
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Branding and outcomes in small and medium-sized enterprises (SMEs) : a resource–capability approach. / Odoom, Raphael; Narteh, Bedman; Rand, John.
In: Journal of Small Business and Entrepreneurship, Vol. 29, No. 3, 2017, p. 175-192.Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - Branding and outcomes in small and medium-sized enterprises (SMEs)
T2 - a resource–capability approach
AU - Odoom, Raphael
AU - Narteh, Bedman
AU - Rand, John
PY - 2017
Y1 - 2017
N2 - The study investigates the relationships of enterprise resources and branding capabilities with branding efforts and branding benefits. It examines the differential effect of physical resources and branding capabilities on enterprises’ branding efforts and outcomes. Empirical data for the study were drawn from 304 small and medium-sized enterprises (SMEs) in Ghana. The hypothesized relationships were analyzed using Structural Equation Modeling. The study found that resources and capabilities possessions might not be enough to produce the optimum branding benefits for enterprises. A better result, however, emerges when these resources and capabilities are integrated with well-coordinated branding efforts of the enterprises. The study offers several implications for managers of small businesses based on the findings of the study.
AB - The study investigates the relationships of enterprise resources and branding capabilities with branding efforts and branding benefits. It examines the differential effect of physical resources and branding capabilities on enterprises’ branding efforts and outcomes. Empirical data for the study were drawn from 304 small and medium-sized enterprises (SMEs) in Ghana. The hypothesized relationships were analyzed using Structural Equation Modeling. The study found that resources and capabilities possessions might not be enough to produce the optimum branding benefits for enterprises. A better result, however, emerges when these resources and capabilities are integrated with well-coordinated branding efforts of the enterprises. The study offers several implications for managers of small businesses based on the findings of the study.
KW - Faculty of Social Sciences
KW - branding
KW - small and medium-sized enterprise
KW - SMEs
KW - emerging market
KW - RBV
KW - capability
U2 - 10.1080/08276331.2017.1300848
DO - 10.1080/08276331.2017.1300848
M3 - Journal article
VL - 29
SP - 175
EP - 192
JO - Journal of Small Business and Entrepreneurship
JF - Journal of Small Business and Entrepreneurship
SN - 0827-6331
IS - 3
ER -
ID: 176007878