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

J. Hanaysha
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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.
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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。
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CiteScore
3.90
自引率
31.20%
发文量
25
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