IDEAS home Printed from https://ideas.repec.org/a/spt/admaec/v13y2023i5f13_5_7.html
   My bibliography  Save this article

Brand Management Measurement in Mexican Small Firms: Empirical Evidence

Author

Listed:
  • Gonzalo Maldonado-Guzmán
  • Víctor Manuel Molina-Morejón
  • Raymundo Juárez-del Toro

Abstract

Brand management is a construct that has been recently analyzed and discussed in the marketing literature, where most empirical studies have made an emphasis on big transnational enterprises and only a few studies have focused on the analysis and discussion of brand management in small firms, even when this sector is the biggest one in any country as it represents around 90% of all the enterprises in the planet, they employ around 50% of all the labor force and they are main driving force of development of the economy of countries. That is why the main objective of this empirical research is the analysis and discussion of brand management in small enterprises from a country of emerging economy, as it is the case of Mexico, by using a sample of 300 small firms and applying a structural equations models that can allow more deeply the existing relation among the dimensions of brand management. The results obtained show that the four dimensions of brand management (values, norms, artifacts and behaviors) are closely related among them and they are excellent indicators for the measurement of brand management in small firms. Â JEL classification numbers: M31.

Suggested Citation

  • Gonzalo Maldonado-Guzmán & Víctor Manuel Molina-Morejón & Raymundo Juárez-del Toro, 2023. "Brand Management Measurement in Mexican Small Firms: Empirical Evidence," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 13(5), pages 1-7.
  • Handle: RePEc:spt:admaec:v:13:y:2023:i:5:f:13_5_7
    as

    Download full text from publisher

    File URL: http://www.scienpress.com/Upload/AMAE%2fVol%2013_5_7.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Pierre Berthon & Michael T. Ewing & Julie Napoli, 2008. "Brand Management in Small to Medium‐Sized Enterprises," Journal of Small Business Management, Taylor & Francis Journals, vol. 46(1), pages 27-45, January.
    2. Gromark, Johan, 2020. "Brand orientation in action – A transformational learning intervention," Journal of Business Research, Elsevier, vol. 119(C), pages 412-422.
    3. Liwu Hsu & Susan Fournier & Shuba Srinivasan, 2016. "Brand architecture strategy and firm value: how leveraging, separating, and distancing the corporate brand affects risk and returns," Journal of the Academy of Marketing Science, Springer, vol. 44(2), pages 261-280, March.
    4. Yanhui Zhao & Yufei Zhang & Joyce (Feng) Wang & Wyatt A. Schrock & Roger J. Calantone, 2020. "Brand relevance and the effects of product proliferation across product categories," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1192-1210, November.
    5. Albert I. Goldberg & Gilat Cohen & Avi Fiegenbaum, 2003. "Reputation Building: Small Business Strategies for Successful Venture Development," Journal of Small Business Management, Taylor & Francis Journals, vol. 41(2), pages 168-186, April.
    6. Saša Veljković & Djordje Kaličanin, 2016. "Improving Business Performance Through Brand Management Practice," Economic Annals, Faculty of Economics and Business, University of Belgrade, vol. 61(208), pages 137-168, January -.
    7. Marc Dressler & Ivan Paunovic, 2021. "A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation," Sustainability, MDPI, vol. 13(2), pages 1-17, January.
    8. Claudio Giachetti & Giovanni Battista Dagnino, 2014. "Detecting the relationship between competitive intensity and firm product line length: Evidence from the worldwide mobile phone industry," Strategic Management Journal, Wiley Blackwell, vol. 35(9), pages 1398-1409, September.
    9. Purvi Shah, 2017. "Culling the brand portfolio: brand deletion outcomes and success factors," Management Research Review, Emerald Group Publishing Limited, vol. 40(4), pages 370-377, April.
    10. Ewing, Michael T. & Napoli, Julie, 2005. "Developing and validating a multidimensional nonprofit brand orientation scale," Journal of Business Research, Elsevier, vol. 58(6), pages 841-853, June.
    11. von Wallpach, Sylvia & Voyer, Benjamin & Kastanakis, Minas & Mühlbacher, Hans, 2017. "Co-creating stakeholder and brand identities: Introduction to the special section," Journal of Business Research, Elsevier, vol. 70(C), pages 395-398.
    12. Purvi Shah, 2017. "Culling the brand portfolio: brand deletion outcomes and success factors," Management Research Review, Emerald Group Publishing Limited, vol. 40(4), pages 370-377, April.
    13. Mathieu Dunes & B. Pras, 2017. "The Impact of the Brand Management System on Performance across Service and Product-Oriented Activities," Post-Print hal-03680590, HAL.
    14. Park, C. Whan & Eisingerich, Andreas B. & Pol, Gratiana & Park, Jason Whan, 2013. "The role of brand logos in firm performance," Journal of Business Research, Elsevier, vol. 66(2), pages 180-187.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gonzalo Maldonado-Guzman & Jesus Francisco Mellado-Siller & Edith Reyes-Ruiz, 2018. "Brand Management and Business Performance in Mexican Small Business," Journal of Management and Sustainability, Canadian Center of Science and Education, vol. 8(3), pages 1-16, August.
    2. Per Åsberg & Henrik Uggla, 2019. "Introducing multi-dimensional brand architecture: taking structure, market orientation and stakeholder alignment into account," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 483-496, September.
    3. Fadi Almazyad & Purvi Shah & Eleanor T. Loiacono, 2023. "Social media activism for resurrecting deleted brands: the role of consumers’ psychological reactance," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 367-380, July.
    4. Golrizgashti, Seyedehfatemeh & Hosseini, SeyedHossein & Zhu, Qingyun & Sarkis, Joseph, 2023. "Evaluating supply chain dynamics in the presence of product deletion," International Journal of Production Economics, Elsevier, vol. 255(C).
    5. Vanitha Swaminathan & Sayan Gupta & Kevin Lane Keller & Donald Lehmann, 2022. "Brand actions and financial consequences: a review of key findings and directions for future research," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 639-664, July.
    6. Temprano-García, Víctor & Rodríguez-Escudero, Ana Isabel & Rodríguez-Pinto, Javier, 2021. "Brand deletion implementation: The effect on performance of context and process factors," European Management Journal, Elsevier, vol. 39(1), pages 147-161.
    7. Piha, Lamprini & Papadas, Karolos & Davvetas, Vasileios, 2021. "Brand orientation: Conceptual extension, scale development and validation," Journal of Business Research, Elsevier, vol. 134(C), pages 203-222.
    8. Charles Hugh Wilkie, Dean & Mirzaei, Abas & Pham, Ngoc & Johnson, Lester W., 2022. "Reassessing product line breadth effectiveness: The role of heterogeneity, moderation, and cumulative effects," Journal of Business Research, Elsevier, vol. 149(C), pages 434-447.
    9. Neil Thomas Bendle & Moeen Naseer Butt, 2018. "The Misuse of Accounting-Based Approximations of Tobin’s q in a World of Market-Based Assets," Marketing Science, INFORMS, vol. 37(3), pages 484-504, May.
    10. Siwarit Pongsakornrungsilp & Pimlapas Pongsakornrungsilp & Theeranuch Pusaksrikit & Pimmada Wichasin & Vikas Kumar, 2021. "Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand," Sustainability, MDPI, vol. 13(16), pages 1-23, August.
    11. Mahabubur Rahman & M. Ángeles Rodríguez-Serrano & Mary Lambkin, 2019. "Brand equity and firm performance: the complementary role of corporate social responsibility," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 691-704, November.
    12. Shah, Purvi, 2020. "Managing customer reactions to brand deletion in B2B and B2C contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    13. Lee, Kyungyul & Kwon, Youngsun, 2018. "How does the competitive intensity affect the firm's product strategies?," 22nd ITS Biennial Conference, Seoul 2018. Beyond the boundaries: Challenges for business, policy and society 190406, International Telecommunications Society (ITS).
    14. Angelito Calma & José Martí-Parreño & Martin Davies, 2019. "Journal of the Academy of Marketing Science 1973–2018: an analytical retrospective," Scientometrics, Springer;Akadémiai Kiadó, vol. 119(2), pages 879-908, May.
    15. Micheels, Eric T. & Nolan, James F., 2016. "Examining the effects of absorptive capacity and social capital on the adoption of agricultural innovations: A Canadian Prairie case study," Agricultural Systems, Elsevier, vol. 145(C), pages 127-138.
    16. Sheng Tun Li & Thuong Thi Pham & Hui Chi Chuang & Zhi-Wei Wang, 2016. "Does reliable information matter? Towards a trustworthy co-created recommendation model by mining unboxing reviews," Information Systems and e-Business Management, Springer, vol. 14(1), pages 71-99, February.
    17. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2023. "Masstige marketing: An empirical study of consumer perception and product attributes with moderating role of status, emotion, and pride," Journal of Business Research, Elsevier, vol. 155(PA).
    18. Klaus Schoefer & Adamantios Diamantopoulos, 2008. "Measuring experienced emotions during service recovery encounters: construction and assessment of the ESRE scale," Service Business, Springer;Pan-Pacific Business Association, vol. 2(1), pages 65-81, March.
    19. Nathaniel Boso & Paige S Carter & Jonathan Annan, 2016. "When is brand orientation a useful strategic posture?," Journal of Brand Management, Palgrave Macmillan, vol. 23(4), pages 363-382, July.
    20. Adrian Hillenbrand & André Schmelzer, 2015. "Beyond Information: Disclosure, Distracted Attention, and Investor Behavior," Discussion Paper Series of the Max Planck Institute for Research on Collective Goods 2015_20, Max Planck Institute for Research on Collective Goods.

    More about this item

    Keywords

    Brand management; Brands; measurements; Small firms.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spt:admaec:v:13:y:2023:i:5:f:13_5_7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Eleftherios Spyromitros-Xioufis (email available below). General contact details of provider: http://www.scienpress.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.