IDEAS home Printed from https://ideas.repec.org/a/asi/ijoass/v8y2018i10p898-908id3052.html
   My bibliography  Save this article

Brand Management, Competitiveness and Business Performance in Mexican Small Service Businesses

Author

Listed:
  • Gonzalo Maldonado-Guzman
  • Sandra Yesenia Pinzon-Castro
  • Ruben Michael Rodriguez-Gonzalez

Abstract

Brand management is considered in the current marketing literature as one of the most important business strategies, not only by researchers and academics but also by professionals in the field of marketing, which can allow the growth in the level of competitiveness of small service enterprises, as well as have a significant increase in their level of business performance. Moreover, brand management has usually focused on big transnational enterprises and there are relatively few investigations that have focused on small firms. There are even less research papers that have made emphasis in small service businesses. Therefore, with a sample of 150 small service businesses, the aim of this empirical research is the analysis and discussion of brand management at the level of competitiveness and business performance in small service businesses in a country with an emerging economy, which is the case of Mexico. The results obtained show that brand management has positive, significant effects in the level of competitiveness and the level of business performance.

Suggested Citation

  • Gonzalo Maldonado-Guzman & Sandra Yesenia Pinzon-Castro & Ruben Michael Rodriguez-Gonzalez, 2018. "Brand Management, Competitiveness and Business Performance in Mexican Small Service Businesses," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 8(10), pages 898-908.
    • Handle: RePEc:asi:ijoass:v:8:y:2018:i:10:p:898-908:id:3052
    as

    Download full text from publisher

    File URL: https://archive.aessweb.com/index.php/5007/article/view/3052/4701
    Download Restriction: no
    File URL: https://archive.aessweb.com/index.php/5007/article/view/3052/5569
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Endi Rekarti & Zakaria Bahari & Normaisarah M. Zahari & Caturida Meiwanto Doktoralina & Nor Asariah Ilias, 2019. "The Sustainability of Muslim Women Entrepreneurs: A Case Study in Malaysia," International Journal of Financial Research, International Journal of Financial Research, Sciedu Press, vol. 11(5), pages 430-439, August.
    2. Venkata Sai Srinivasa Rao Muramalla & Ateeq Mesfer Al-Hazza, 2019. "Entrepreneurial Strategies and Factors Stimulate the Business of Tech Startups," International Journal of Financial Research, International Journal of Financial Research, Sciedu Press, vol. 10(3), pages 360-370, May.

    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:asi:ijoass:v:8:y:2018:i:10:p:898-908:id:3052. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Robert Allen (email available below). General contact details of provider: https://archive.aessweb.com/index.php/5007/ .

    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.