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The Effects of Brand orientation on Mexican SMEs Business Performance

Author

Listed:
  • Victor Manuel Molina-Morejón
  • Gonzalo Maldonado-Guzmán
  • Raumundo Juárez-del Toro

Abstract

Brand orientation is a relatively recent construct in marketing literature, and is considered by various researchers, academics, and professionals in the field of marketing as one of the business strategies that have the greatest significant positive effects on business performance. Furthermore, brand orientation has been analyzed in the few studies published in literature as a general construct and has not been analyzed and discussed in a disaggregated manner, that is, the effects of each of the constructs have not been analyzed and discussed. factors at the level of business performance. Therefore, using a sample of 300 small companies, the essential objective of this empirical study is the analysis and discussion of the effects of brand orientation on the level of business performance of small companies. The results obtained show that values, norms, artifacts, and behavior have significant positive effects on the level of business performance of small businesses. Â JEL classification numbers: M31.

Suggested Citation

  • Victor Manuel Molina-Morejón & Gonzalo Maldonado-Guzmán & Raumundo Juárez-del Toro, 2024. "The Effects of Brand orientation on Mexican SMEs Business Performance," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 14(5), pages 1-12.
    • Handle: RePEc:spt:admaec:v:14:y:2024:i:5:f:14_5_12
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    References listed on IDEAS

    as
    1. Liu, Gordon & Ko, Wai Wai & Chapleo, Chris, 2017. "Managing employee attention and internal branding," Journal of Business Research, Elsevier, vol. 79(C), pages 1-11.
    2. 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.
    3. Vaishali Hemant Pardeshi & Vandana Khanna, 2021. "Factors influencing online apparel shopping orientation among women in Mumbai," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 11(1), pages 163-174, December.
    4. Muddassar Sarfraz & Muhammad Mohsin & Sobia Naseem & Amit Kumar, 2021. "Modeling the relationship between carbon emissions and environmental sustainability during COVID-19: a new evidence from asymmetric ARDL cointegration approach," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(11), pages 16208-16226, November.
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    6. 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.
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    More about this item

    Keywords

    Brand orientation; Brands; Business performance; Small firms.;
    All these keywords.

    JEL classification:

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

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