IDEAS home Printed from https://ideas.repec.org/a/sae/iimkoz/v12y2023i1p22-38.html
   My bibliography  Save this article

Exploring the Relationship between Entrepreneurial Marketing Dimensions, Brand Equity and SME Growth

Author

Listed:
  • Jalal Rajeh Hanaysha

Abstract

This study was conducted to test the linkages among the dimensions of entrepreneurial marketing, brand equity and business growth in small and medium enterprises (SMEs) . Required data were gathered using the quantitative research approach. Particularly, the primary data were obtained through a structured survey from several owners and managers in SMEs. The obtained data were then analysed through SPSS and Partial-Least Square (PLS-SEM) approach to calculate the validity and reliability of the measurement items and also to verify the association among entrepreneurial marketing dimensions, brand equity and SME growth. The results showed that brand equity has a positive association with SME growth. The outcomes further indicated that customer intensity, value creation, innovativeness, resource leveraging, proactiveness and opportunity focus have positive effects on brand equity. However, the effect of risk taking on brand equity was found insignificant. This article addresses existing research gaps in the literature with regard to the linkages between entrepreneurial marketing dimensions, brand equity and SME growth.

Suggested Citation

  • Jalal Rajeh Hanaysha, 2023. "Exploring the Relationship between Entrepreneurial Marketing Dimensions, Brand Equity and SME Growth," IIM Kozhikode Society & Management Review, , vol. 12(1), pages 22-38, January.
    • Handle: RePEc:sae:iimkoz:v:12:y:2023:i:1:p:22-38
    DOI: 10.1177/22779752221125265
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/22779752221125265
    Download Restriction: no
    File URL: https://libkey.io/10.1177/22779752221125265?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Morris, Michael & Schindehutte, Minet & Allen, Jeffrey, 2005. "The entrepreneur's business model: toward a unified perspective," Journal of Business Research, Elsevier, vol. 58(6), pages 726-735, June.
    2. Johansson, Johny K. & Dimofte, Claudiu V. & Mazvancheryl, Sanal K., 2012. "The performance of global brands in the 2008 financial crisis: A test of two brand value measures," International Journal of Research in Marketing, Elsevier, vol. 29(3), pages 235-245.
    3. Beverly K. Brockman & Michael A. Jones & Richard C. Becherer, 2012. "Customer Orientation and Performance in Small Firms: Examining the Moderating Influence of Risk‐Taking, Innovativeness, and Opportunity Focus," Journal of Small Business Management, Taylor & Francis Journals, vol. 50(3), pages 429-446, July.
    4. Beatriz Moliner-Velázquez & María Fuentes-Blasco & Irene Gil-Saura, 2019. "Effects of value and innovation on brand equity in retailing," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 658-674, November.
    5. Hunt, Shelby D., 2019. "The ethics of branding, customer-brand relationships, brand-equity strategy, and branding as a societal institution," Journal of Business Research, Elsevier, vol. 95(C), pages 408-416.
    6. Seo, Eun-Ju & Park, Jin-Woo, 2018. "A study on the effects of social media marketing activities on brand equity and customer response in the airline industry," Journal of Air Transport Management, Elsevier, vol. 66(C), pages 36-41.
    7. Mukta Srivastava & Sreeram Sivaramakrishnan & Gordhan K. Saini, 2021. "The Relationship Between Electronic Word-of-Mouth and Consumer Engagement: An Exploratory Study," IIM Kozhikode Society & Management Review, , vol. 10(1), pages 66-81, January.
    8. Eggers, Fabian & O’Dwyer, Michele & Kraus, Sascha & Vallaster, Christine & Güldenberg, Stefan, 2013. "The impact of brand authenticity on brand trust and SME growth: A CEO perspective," Journal of World Business, Elsevier, vol. 48(3), pages 340-348.
    9. Nehal Marrai Rashad, 2018. "The Impact Of Entrepreneurial Marketing Dimensions On The Organizational Performance Within Saudi Smes," Eurasian Journal of Business and Management, Eurasian Publications, vol. 6(3), pages 61-71.
    10. Vikas Arya & Hemraj Verma & Deepa Sethi & Rajat Agarwal, 2019. "Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment," IIM Kozhikode Society & Management Review, , vol. 8(2), pages 87-103, July.
    11. Clark, Kim & Ramachandran, Indu, 2019. "Subsidiary Entrepreneurship and Entrepreneurial Opportunity: An Institutional Perspective," Journal of International Management, Elsevier, vol. 25(1), pages 37-50.
    12. Alqahtani, Nasser & Uslay, Can, 2020. "Entrepreneurial marketing and firm performance: Synthesis and conceptual development," Journal of Business Research, Elsevier, vol. 113(C), pages 62-71.
    13. Stringfellow, Anne & Nie, Winter & Bowen, David E., 2004. "CRM: Profiting from understanding customer needs," Business Horizons, Elsevier, vol. 47(5), pages 45-52.
    14. Ajimon George & Jobin Sahadevan, 2019. "A Conceptual Framework of Antecedents of Service Loyalty in Health Care: Patients’ Perspective," IIM Kozhikode Society & Management Review, , vol. 8(1), pages 50-59, January.
    15. Arnd Vomberg & Christian Homburg & Torsten Bornemann, 2015. "Talented people and strong brands: The contribution of human capital and brand equity to firm value," Strategic Management Journal, Wiley Blackwell, vol. 36(13), pages 2122-2131, December.
    16. Crespo, Cátia Fernandes & Crespo, Nuno Fernandes & Curado, Carla, 2022. "The effects of subsidiary’s leadership and entrepreneurship on international marketing knowledge transfer and new product development," International Business Review, Elsevier, vol. 31(2).
    17. Michael M. Gielnik & Hannes Zacher & Antje Schmitt, 2017. "How Small Business Managers’ Age and Focus on Opportunities Affect Business Growth: A Mediated Moderation Growth Model," Journal of Small Business Management, Taylor & Francis Journals, vol. 55(3), pages 460-483, July.
    18. Jalal Rajeh Hanaysha & Mohammed Emad Al-Shaikh & Shanmugan Joghee & Haitham M. Alzoubi, 2022. "Impact of Innovation Capabilities on Business Sustainability in Small and Medium Enterprises," FIIB Business Review, , vol. 11(1), pages 67-78, March.
    19. Ron Adner & Rahul Kapoor, 2010. "Value creation in innovation ecosystems: how the structure of technological interdependence affects firm performance in new technology generations," Strategic Management Journal, Wiley Blackwell, vol. 31(3), pages 306-333, March.
    20. Feng, Taiwen & Wang, Dan & Lawton, Alan & Luo, Ben Nanfeng, 2019. "Customer orientation and firm performance: The joint moderating effects of ethical leadership and competitive intensity," Journal of Business Research, Elsevier, vol. 100(C), pages 111-121.
    21. Ghadah Alarifi & Paul Robson & Endrit Kromidha, 2019. "The Manifestation of Entrepreneurial Orientation in the Social Entrepreneurship Context," Journal of Social Entrepreneurship, Taylor & Francis Journals, vol. 10(3), pages 307-327, September.
    22. Marcela Miozzo & Lori DiVito, 2020. "Productive opportunities, uncertainty, and science-based firm emergence," Small Business Economics, Springer, vol. 54(2), pages 539-560, February.
    23. Nor Asiah Omar & Ahmad Sabri Kassim & Syed Shah Alam & Zuraidah Zainol, 2021. "Perceived retailer innovativeness and brand equity: mediation of consumer engagement," The Service Industries Journal, Taylor & Francis Journals, vol. 41(5-6), pages 355-381, April.
    24. Sharma, Piyush & Davcik, Nebojsa S. & Pillai, Kishore Gopalakrishna, 2016. "Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance," Journal of Business Research, Elsevier, vol. 69(12), pages 5662-5669.
    25. Sadiku-Dushi, Nora & Dana, Léo-Paul & Ramadani, Veland, 2019. "Entrepreneurial marketing dimensions and SMEs performance," Journal of Business Research, Elsevier, vol. 100(C), pages 86-99.
    26. Wang, Hui-Ming Deanna & Sengupta, Sanjit, 2016. "Stakeholder relationships, brand equity, firm performance: A resource-based perspective," Journal of Business Research, Elsevier, vol. 69(12), pages 5561-5568.
    27. Jafar Rezaei & Roland Ortt, 2018. "Entrepreneurial orientation and firm performance: the mediating role of functional performances," Management Research Review, Emerald Group Publishing Limited, vol. 41(7), pages 878-900, May.
    28. Gerald E. Hills & Claes M. Hultman & Morgan P. Miles, 2008. "The Evolution and Development of Entrepreneurial Marketing," Journal of Small Business Management, Taylor & Francis Journals, vol. 46(1), pages 99-112, January.
    29. Wang, David Han-Min & Chen, Pei-Hua & Yu, Tiffany Hui-Kuang & Hsiao, Chih-Yi, 2015. "The effects of corporate social responsibility on brand equity and firm performance," Journal of Business Research, Elsevier, vol. 68(11), pages 2232-2236.
    30. Zollo, Lamberto & Filieri, Raffaele & Rialti, Riccardo & Yoon, Sukki, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Journal of Business Research, Elsevier, vol. 117(C), pages 256-267.
    31. de Oliveira, Marta Olivia Rovedder & Silveira, Cleo Schmitt & Luce, Fernando Bins, 2015. "Brand equity estimation model," Journal of Business Research, Elsevier, vol. 68(12), pages 2560-2568.
    32. Chen, Yi-Min & Su, Yi-Fan & Lin, Feng-Jyh, 2011. "Country-of-origin effects and antecedents of industrial brand equity," Journal of Business Research, Elsevier, vol. 64(11), pages 1234-1238.
    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. Jalal Rajeh Hanaysha & Mohammed Emad Al-Shaikh, 2022. "An Examination of Entrepreneurial Marketing Dimensions and Firm Performance in Small and Medium Enterprises," Sustainability, MDPI, vol. 14(18), pages 1-17, September.
    2. 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.
    3. Ming Li & Chee Hua Chin & Shangke Li & Winnie Poh Ming Wong & Jun Zhou Thong & Kang Gao, 2022. "The Role of Influencing Factors on Brand Equity and Firm Performance with Innovation Culture as a Moderator: A Study on Art Education Firms in China," Sustainability, MDPI, vol. 15(1), pages 1-18, December.
    4. Mahabubur Rahman & Saqib Aziz & Mathew Hughes, 2020. "The product‐market performance benefits of environmental policy: Why customer awareness and firm innovativeness matter," Business Strategy and the Environment, Wiley Blackwell, vol. 29(5), pages 2001-2018, July.
    5. Theoneste Manishimwe & Lukman Raimi & Chidnma Julius Azubuike, 2022. "Customer-centric influence of entrepreneurial marketing on business performance of hotels in Nigeria during the COVID-19 crisis," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(6), pages 668-683, December.
    6. Cowan, Kirsten & Guzman, Francisco, 2020. "How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance: An exploratory study," Journal of Business Research, Elsevier, vol. 117(C), pages 683-693.
    7. Bandara, KBTUK & Jayasundara, JMSB & Naradda Gamage, Sisira Kumara & Ekanayake, EMS & Rajapackshe, PSK & Abeyrathne, GAKNJ & Prasanna, RPIR, 2020. "Entrepreneurial Marketing & Performance of Small & Medium Enterprises in Developed and Developing Economies: A Conceptual Exploration," MPRA Paper 104341, University Library of Munich, Germany.
    8. Blend Ibrahim & Ahmad Aljarah & Dima Sawaftah, 2021. "Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    9. Wenbin Sun & Zhihua Ding & Xiaobo Xu, 2021. "A new look at returns of information technology: firms’ diversification to IT service market and firm value," Information Technology and Management, Springer, vol. 22(1), pages 13-31, March.
    10. Khan, Imran, 2022. "Do brands’ social media marketing activities matter? A moderation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    11. Marques, Catarina & da Silva, Rui Vinhas & Davcik, Nebojsa S. & Faria, Rita Tamagnini, 2020. "The role of brand equity in a new rebranding strategy of a private label brand," Journal of Business Research, Elsevier, vol. 117(C), pages 497-507.
    12. Edi Suandi & Herri & Yulihasri & Syafrizal, 2023. "Evaluating the relationship between entrepreneurial marketing, competitive advantage, and Islamic banks performance," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 599-614, September.
    13. Shahzad Khalil & Mirza Ameen ul Haq, 2022. "Enhancing Retail Brand Equity through Consumption Value: The Mediating Effect of Brand Experience," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 4(1), pages 114-126, March.
    14. Mohd Azhar & Rehan Husain & Sheeba Hamid & Mohd Nayyer Rahman, 2023. "Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    15. Islam Elgammal & Mashhour Hani Baeshen & Ghada Talat Alhothali, 2022. "Entrepreneurs’ Responses to COVID-19 Crisis: A Holistic Dynamic Capabilities Perspective in the Saudi Food and Beverage Sector," Sustainability, MDPI, vol. 14(20), pages 1-22, October.
    16. Ijaz Hussain & Shaohong Mu & Muhammad Mohiuddin & Rizwan Qaiser Danish & Shrafat Ali Sair, 2020. "Effects of Sustainable Brand Equity and Marketing Innovation on Market Performance in Hospitality Industry: Mediating Effects of Sustainable Competitive Advantage," Sustainability, MDPI, vol. 12(7), pages 1-19, April.
    17. Xiaoli Guo & Weili Xia & Taiwen Feng & Hongyan Sheng, 2022. "Sustainable supply chain finance adoption and firm performance: Is green supply chain integration a missing link?," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(5), pages 1135-1154, October.
    18. Amel Pintol & Nereida Hadziahmetovic, 2023. "The Mediating Role of Brand Trust in Social Media Marketing Activities and Brand Equity Relationship: Case of Bottled Water Brands in the Market of Bosnia and Herzegovina," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 9(1), pages 5-20.
    19. José Luis Ferreras-Méndez & Anabel Fernández-Mesa & Joaquín Alegre, 2019. "Export Performance in SMEs: The Importance of External Knowledge Search Strategies and Absorptive Capacity," Management International Review, Springer, vol. 59(3), pages 413-437, June.
    20. Qiuqin He & Minglin Wang & Clara Martínez-Fuentes, 0. "Impact of corporate entrepreneurial strategy on firm performance in China," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-18.

    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:sae:iimkoz:v:12:y:2023:i:1:p:22-38. 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.

    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: SAGE Publications (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.