Abstract
Brand management is a relatively new topic in marketing literature and it is considered by several researchers, academics and professionals, as one of the most important business strategies that allow not only a significant growth of the business performance of small enterprises, but also their continuity in the market where they participate. Similarly, brand management has also been analyzed and discussed at the core of enterprises and there are relatively few investigations that focus on small enterprises, and there are even less researches carried out in developing countries. For these reasons, the main goal of this empirical research is the analysis and discussion of the effects of brand management on the level of business performance in small enterprises, by using a sample of 300 small firms and by implementing a model of structural equations of second order, that can provide a deeper understanding of the current relation between brand management and business performance. The results obtained show that brand management has a positive and significant in the level of business performance in small enterprises.
Highlights
In order to answer the research hypothesis established in this empirical research, a model of structural equations of second order was applied with software EQS 6.2 (Bentler, 2005; Byrne, 2006; Brown, 2006), in which the nomological validity of the theoretical model of brand management and business performance, was examined through the Chi-square test which compared the results obtained between the theoretical model and the measurement model
It is possible to establish that the different activities of brand management adopted and implemented by small enterprises have a positive effect in their level of business performance
It can be stated that brand management in small Mexican enterprises is practically carried out through, the value given by clients and consumers to the products or services generated by small enterprises and the norms established by companies, as well as the artifacts used by small corporations in order to make the brands of their products and services more attractive by both the internal and external behavior of the organization regarding the brand
Summary
Brand management is considered in the marketing literature as an intangible resource that has a significant impact in business performance (Rao et al, 2004; Morgan & Rego, 2009), since consumers often establish a good relation with the brand of products they buy (Park et al, 1986; Fournier, 1998; Thomson et al, 2005; Schau et al, 2009), which turns into a significant increase in the sales of brands (Park et al, 2010), as well as a reduction in the prices of products or services and in the marketing costs (Mizik & Jacobson, 2008). It is possible to state that the business performance, especially in small enterprises, depends mostly on the level of brand management that they have (Park et al, 2013) In this regard, the impact created by brand management in the business performance is one of the most interesting topics among executives and managers of companies, mostly from small business, who still do not understand clearly the efficiency and the activities implied in brand management, as well as its contribution and value in the supply chain (Madden et al, 2006). That is why it is expected that brand management provide the necessary information in jms.ccsenet.org
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