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dc.contributor.authorWong, Ho Yinen_US
dc.contributor.authorMerrilees, Billen_US
dc.contributor.editorDr Richard C. Leventhalen_US
dc.date.accessioned2017-04-24T11:13:28Z
dc.date.available2017-04-24T11:13:28Z
dc.date.issued2005en_US
dc.date.modified2009-09-25T04:42:58Z
dc.identifier.issn10610421en_US
dc.identifier.doi10.1108/10610420510601021en_AU
dc.identifier.urihttp://hdl.handle.net/10072/4598
dc.description.abstractPurpose - This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEs). Design/methodology/approach - The literature on traditional brand management and strategic branding are first reviewed. Four critical constructs are identified, namely brand distinctiveness, brand orientation, brand-marketing performance and brand barriers. The literature, in combination with (eight) case research interviews, has been synthesised to develop a new theory of SME branding. Findings - The paper reveals that the theory identifies the ladder of SME brand orientation, moving from minimal brand orientation, to embryonic brand orientation to integrated brand orientation. Further, it is suggested that most SMEs will be on the lower steps of the ladder. A model of the brand strategy process has been formulated, specifying links between brand barriers, brand distinctiveness, brand orientation and brand-marketing performance. The study puts forward some propositions about the pre-conditions to move higher up the ladder, particularly to an integrated brand orientation. Research limitations/implications - The major limitation of this research is that it is based on eight case studies. It is suggested that a quantitative survey be carried out to enhance the generalisability of the model. Originality/value - This paper makes original contributions in that it uses case studies to establish the relationship between the level of brand orientation and brand-marketing performance; and conceptualises the four brand-related constructs.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherEmerald Group Publishing Limiteden_US
dc.publisher.placeBradford, Englanden_US
dc.publisher.urihttp://www.emeraldinsight.com/1061-0421.htmen_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom155en_US
dc.relation.ispartofpageto162en_US
dc.relation.ispartofissue3en_US
dc.relation.ispartofjournalJournal of Product & Brand Managementen_US
dc.relation.ispartofvolume14en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode350204en_US
dc.titleA brand orientation typology for SMEs: a case research approachen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.date.issued2005
gro.hasfulltextNo Full Text


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