IDEAS home Printed from https://ideas.repec.org/a/ibf/gjbres/v8y2014i1p27-38.html
   My bibliography  Save this article

Brand Management In Small And Medium Enterprise: Evidence From Dubai, Uae

Author

Listed:
  • Raghava Rao Gundala
  • Hanin Khawaja

Abstract

The study aims to explore the owner-managers’ attitudes and opinions towards branding and brand management in small and medium enterprises across Dubai, UAE. The study also explores the causes that are acting as barriers to brand building. The data collected is through questionnaires from a sample of 62 respondents and interviews with Small and Medium Enterprises owners-managers. The research found that many Small and Medium Enterprises do not practice branding strategies and most of the respondents believe that incorporating branding strategies is insignificant for the success of Small and Medium Enterprises (SME).

Suggested Citation

  • Raghava Rao Gundala & Hanin Khawaja, 2014. "Brand Management In Small And Medium Enterprise: Evidence From Dubai, Uae," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 8(1), pages 27-38.
    • Handle: RePEc:ibf:gjbres:v:8:y:2014:i:1:p:27-38
    as

    Download full text from publisher

    File URL: http://www.theibfr2.com/RePEc/ibf/gjbres/gjbr-v8n1-2014/GJBR-V8N1-2014-3.pdf
    Download Restriction: no
    ---><---

    Citations

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


    Cited by:

    1. Heidi Neuvonen, 2016. "Toward a model of brand strategy adoption," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 197-215, March.

    More about this item

    Keywords

    Small and Medium Enterprises (SMEs); UAE; Marketing; Branding; Strategies;
    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:ibf:gjbres:v:8:y:2014:i:1:p:27-38. 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: Mercedes Jalbert (email available below). General contact details of provider: .

    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.