A study on socio-aesthetic value accentuation and marketing performance: an SDL perspective

Abstract

PurposeThis study aims to build a conceptual model based on socio-aesthetic value accentuation (SAVA), positional advantage and sales-network power as the bridging process for enhancing sales performance in the context of small- and medium-sized enterprises (SMEs).Design/methodology/approachA structural study methodology is adopted. In all, 200 owner– managers of SMEs were involved in the study and voluntarily spent time for an interview in the data collection process. To test the model and hypotheses, the authors used the analysis moment structure structural equation modeling (AMOS SEM structural model software to analyse 178 usable questionnaires.FindingsThe results demonstrate three strategic pathways to enhanced sales performance, namely, anchors on SAVA, positional advantage and sales-network power and are the basis of the separate contribution of our proposed strategic equilateral triangle model for conceptual bridging.Research limitations/implicationsThe rejection of the hypothesis provides a room for further research. The sample frame of Indonesian SMEs limits the generalisation power of SAVA concept, which then calls for replication to achieve a broader generalisation. The theoretical implication of the study relates to strengthening the applicability of the theory of service-dominant logic in marketing studies.Practical implicationsThere are several practical managerial implications for SME entrepreneurs seeking to improve sales performance.Originality/valueThis pioneering study explains the role of SAVA – positional advantage and sales-network power to bridge innovation capability and enhanced marketing performance.