Abstract
Brand equity is a topic that has been analyzed and discussed recently by scholars and researchers in the field of marketing. It is also considered as one of the most successful business strategies which allows enterprises, especially small ones, not only to survive in a highly globalized and competitive market bust also to attain a significant increase in their level of business performance. Moreover, the equity of the brand has commonly been studied from the perspective of big enterprises so there are few investigations focused in the analysis of these variables in small companies. This is why the objective of this empirical research is the analysis and discussion of the effects of equity of brand in business performance in small enterprises from a country with an emerging economy, as it is the case of Mexico. The results obtained show that equity brand in products and services of small enterprises have a positive, significant effect in the level of business performance.
Highlights
IntroductionA proof of this are the specialized journals and the increased publication of papers regarding this field of knowledge, which usually goes beyond current clients and suppliers of products and services of family and non-family enterprises, including small companies (Frow & Payne, 2011; Hult et al, 2011; Hult, 2011; Hillebrand et al, 2015)
Marketing has evolved significantly in the last three decades
One of the main reasons for this type of decisions taken by small family and non-family firms, typically the ones located in developing countries or with emerging economies, could be that most of the perspectives used in the calculation of the value and equity of the brand is the return of investments (Hui-Ming & Sengupta, 2016)
Summary
A proof of this are the specialized journals and the increased publication of papers regarding this field of knowledge, which usually goes beyond current clients and suppliers of products and services of family and non-family enterprises, including small companies (Frow & Payne, 2011; Hult et al, 2011; Hult, 2011; Hillebrand et al, 2015) For this reason, the relation between firms and their main partners (e.g. investors, suppliers, distributors, clients, employees and commercial partners), are considered in the current literature as important resources that can help enterprises, including small ones, to improve their market ranking and to increase significantly their level of business performance (Hillebrand et al, 2015; Hui-Ming & Sengupta, 2016). One of the main reasons for this type of decisions taken by small family and non-family firms, typically the ones located in developing countries or with emerging economies (as it is the case of Mexico), could be that most of the perspectives used in the calculation of the value and equity of the brand is the return of investments (Hui-Ming & Sengupta, 2016)
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