Brand-building efforts in high and low performing small and medium-sized enterprises (SMEs)

Abstract

Purpose

The purpose of this paper is to examine brand-building efforts within small- and medium-sized enterprises (SMEs) in an attempt to understand the extent to which such efforts are undertaken in high- and low-performing enterprises.

Design/methodology/approach

The study uses data from 430 SMEs in an emerging market. After evaluating scale measures with exploratory and confirmatory factor analyses, multiple stage analyses involving cluster analysis, ANOVA and hierarchical regression with sub-group analysis were used to examine the theoretical relationships among the constructs.

Findings

Findings from the study identify four composite brand-building efforts that influence SMEs’ performance. These are implemented in varying extents, culminating into proportional levels of performance within high- and low-performing SMEs. Significant differences with regard to profit margin, market share, sales volume, customer base and new product success are also exhibited in the two enterprise segments.

Originality/value

The results provide evidence to issues of research and managerial interest, offering insightful implications to the academic and practitioner communities. The paper offers a preliminary attempt to progress literature by synthesizing various brand-building efforts under four broader theorizations in SMEs setting.

Citation

Odoom, R. (2016), "Brand-building efforts in high and low performing small and medium-sized enterprises (SMEs)", Journal of Small Business and Enterprise Development, Vol. 23 No. 4, pp. 1229-1246. https://doi.org/10.1108/JSBED-05-2016-0067