Brand-Building Efforts and Their Association with SME Sales Performance

被引：28

作者：

Agostini, Lara ^{[1
]}

Filippini, Roberto ^{[1
]}

Nosella, Anna ^{[1
]}

机构：

[1] Univ Padua, Dept Management & Engn, Stradella San Nicola 3, I-36100 Vicenza, Italy

来源：

JOURNAL OF SMALL BUSINESS MANAGEMENT | 2015年 / 53卷

关键词：

RESEARCH-AND-DEVELOPMENT; MARKET-BASED ASSETS; FINANCIAL PERFORMANCE; COMPETITIVE ADVANTAGE; FIRM PERFORMANCE; IMPACT; MANAGEMENT; EXPENDITURES; TRADEMARKS; ENTERPRISES;

D O I：

10.1111/jsbm.12185

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

The objective of this paper was to investigate the association between branding, captured by the combined use of the number of corporate and product trademarks and marketing expenses, and small-to medium-sized enterprise (SME) sales performance in the fashion industry. The results of the panel regression model indicate that corporate trademarks and marketing expenses do have a positive association with SMEs sales performance, and in particular, marketing expenses show the highest estimates. These results suggest that branding may also play a relevant also in the SME context, thus opening new paths for research within this field.

引用

页码：161 / 173

页数：13

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