Qualitative Market Research: Volume 10 Issue 4

Brand, organisational identity and reputation in SMEs: an overview

Temi Abimbola, Christine Vallaster

This paper is a brief historical examination of brand, organisation identity and reputation in small and medium‐sized enterprises (SMEs). The discussion is situated within the…

The corporate brand naming process in the net economy

Tobias Kollmann, Christina Suckow

The purpose of this paper is to examine whether classical brand naming concepts are sustainable for entrepreneurial firms in the net economy.

Communicating brand personality: are the web sites doing the talking for food SMEs?

Robert Ankomah Opoku, Russell Abratt, Mike Bendixen, Leyland Pitt

The purpose of this paper is to analyse web site brand communication by small to medium‐sized enterprises (SMEs) in the restaurant franchise industry, using Aaker's brand…

Organisational marketing in the creative industries

Shaun Powell, Sean Ennis

The marketing of small‐ to medium‐sized enterprises (SMEs) can face many challenges, particularly for those operating within the creative industries. The purpose of this paper is…

A resource‐based view of the small firm: Using a qualitative approach to uncover small firm resources

Rodney C. Runyan, Patricia Huddleston, Jane L. Swinney

The purpose of this paper is to describe a qualitative study of small retailers, designed to uncover perceptions of resources which may be utilized to create competitive…

A theory of brand‐led SME new venture development

Bill Merrilees

The purpose of this paper is to understand how branding can facilitate small business development of new ventures.

Brand, organization identity and reputation: SMEs as expressive organizations: A resources‐based perspective

Temi Abimbola, Akin Kocak

The purpose of this research is to identify non‐sector‐specific brand and reputation‐based factors that distinguish successful entrepreneurs and small to medium‐sized enterprises…