Exploring the Relationship between Entrepreneurial Marketing Dimensions, Brand Equity and SME Growth

J. Hanaysha
{"title":"Exploring the Relationship between Entrepreneurial Marketing Dimensions, Brand Equity and SME Growth","authors":"J. Hanaysha","doi":"10.1177/22779752221125265","DOIUrl":null,"url":null,"abstract":"This study was conducted to test the linkages among the dimensions of entrepreneurial marketing, brand equity and business growth in small and medium enterprises (SMEs). Required data were gathered using the quantitative research approach. Particularly, the primary data were obtained through a structured survey from several owners and managers in SMEs. The obtained data were then analysed through SPSS and Partial-Least Square (PLS-SEM) approach to calculate the validity and reliability of the measurement items and also to verify the association among entrepreneurial marketing dimensions, brand equity and SME growth. The results showed that brand equity has a positive association with SME growth. The outcomes further indicated that customer intensity, value creation, innovativeness, resource leveraging, proactiveness and opportunity focus have positive effects on brand equity. However, the effect of risk taking on brand equity was found insignificant. This article addresses existing research gaps in the literature with regard to the linkages between entrepreneurial marketing dimensions, brand equity and SME growth.","PeriodicalId":43330,"journal":{"name":"IIM Kozhikode Society & Management Review","volume":null,"pages":null},"PeriodicalIF":1.8000,"publicationDate":"2022-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"IIM Kozhikode Society & Management Review","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/22779752221125265","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 0

Abstract

This study was conducted to test the linkages among the dimensions of entrepreneurial marketing, brand equity and business growth in small and medium enterprises (SMEs). Required data were gathered using the quantitative research approach. Particularly, the primary data were obtained through a structured survey from several owners and managers in SMEs. The obtained data were then analysed through SPSS and Partial-Least Square (PLS-SEM) approach to calculate the validity and reliability of the measurement items and also to verify the association among entrepreneurial marketing dimensions, brand equity and SME growth. The results showed that brand equity has a positive association with SME growth. The outcomes further indicated that customer intensity, value creation, innovativeness, resource leveraging, proactiveness and opportunity focus have positive effects on brand equity. However, the effect of risk taking on brand equity was found insignificant. This article addresses existing research gaps in the literature with regard to the linkages between entrepreneurial marketing dimensions, brand equity and SME growth.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
创业营销维度、品牌资产与中小企业成长性的关系探讨
本研究旨在检验中小企业创业营销、品牌资产与企业成长之间的关系。使用定量研究方法收集所需数据。特别是,主要数据是通过对中小企业的几位所有者和经理进行结构化调查获得的。然后通过SPSS和偏最小二乘法(PLS-SEM)方法对获得的数据进行分析,计算测量项目的效度和信度,并验证创业营销维度、品牌资产和中小企业成长性之间的关联。结果显示,品牌资产对中小企业成长有正向影响。结果进一步表明,顾客强度、价值创造、创新性、资源撬动、主动性和机会聚焦对品牌资产有正向影响。然而,风险承担对品牌资产的影响不显著。本文解决了文献中关于创业营销维度、品牌资产和中小企业成长之间联系的现有研究差距。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
3.90
自引率
31.20%
发文量
25
期刊最新文献
Fintech Innovation Adoption in the Digital Payments Landscape Amidst the Pandemic: Empirical Evidence and Future Outlook Do Tragic Events Make Investors More Pro-social? Evidence from Japan Alliance or Association? Exploring the Effect of Work–Family Balance on Workplace Well-being, and the Mediating Effect of Work Attitudes Do Retail Evolution Theories Explain Wholesalers’ Responses in Emerging Economies? Evidence from a Wholesale Market in Northern India Systematic Review of Green Banking Adoption: Following PRISMA Protocols
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1