Sme branding literature author research context

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SME Branding Literature Author Research Context Abimbola (2001) SME brand building conceptual guidelines Boyle (2003) A single case study of entrepreneurial brand building in Dyson Appli- ances, a U.K. manufacturer Inskip (2004) A multiple case study of corporate branding in 15 U.K. B2B SME cases of unspecified type Wong and Merrilees (2005) A multiple case study of brand orientation in eight Australian SMEs in service industry Rode and Vallaster (2005) A multiple case study of corporate branding in eight SME entrepre- neurial start-ups in Germany Krake (2005) A multiple case study of brand management in 10 medium-sized con- sumer goods manufacturers in the Netherlands Mowle and Merrilees (2005) A multiple case study of functional and symbolic perspectives of branding in eight Australian SME wineries Merrilees (2007) Brand-led SME new venture development model Abimbola and Kocak (2007) A multiple case study of strategic brand management in 10 entrepre- neurial SMEs in the United Kingdom Ojasalo, Natti, and Olkkonen (2008) A multiple case study of brand building in 20 software SMEs Berthon, Ewing, and Napoli (2008) A survey of 263 New Zealand-based B2C SMEs to study SME brand management Horan, O’Dwyer, and Tiernan (2011) A case study of five SMEs in Ireland to explore management perspec- tives of branding in service SMEs Juntunen (2012) A multiple case study of three B2B software start-up companies Reijonen et al. (2012) A quantitative study investigating how growing SMEs differ in terms of market orientation and brand orientation Centeno, Hart, and Dinnie (2013) A multiple case study investigating brand-building in 30 SMEs across several unspecified sectors Hirvonen and Laukkanen (2014) A quantitative study investigating brand orientation in small firms Agostini, Filippini, and Nosella (2015) A quantitative study investigating the association between brand build- ing efforts and SME sales performance Laukkanen et al. (2015) A quantitative study investigating whether market orientation pays off without brand orientation in entrepreneurial small businesses M’ZUNGU, MERRILEES, AND MILLER 3
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(small role of brand management but high brand recognition). The third type represents the highest level of sophistication in Krake’s (2005) typology. Both the Wong and Merrilees (2005) and the Krake (2005) typologies are deliberately strate- gic. However, the focus was not intended to include the operational perspective. Gap in the SME Branding Literature The SME branding literature offers some rele- vant contributions. However, knowledge of how the SME brand is managed from both strategic and operational perspectives is missing. Such knowledge could enrich the field and provide SME managers with some guidance to improve their brand management competency, to create and safeguard SME brand equity. To close this gap, the study seeks to answer the research question: How is the SME brand managed from both strategic and operational perspectives?
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