Research Article
BibTex RIS Cite

Corporate Branding in SMEs: Concepts and Challenges

Year 2023, Volume: 4 Issue: 3, 320 - 342, 30.09.2023

Serap Sarp Selcuk Uygur

https://doi.org/10.54733/smar.1361588

Abstract

This research aims to explore how SMEs define the concept of corporate branding, identify the barriers to becoming corporate brand owners, and understand branding within the SME context. The literature emphasizes the importance of having a corporate brand, as it provides businesses with a competitive advantage. However, it is noted that corporate branding research in the literature has predominantly focused on large enterprises, neglecting SMEs. Considering the significant global economic role played by SMEs, it is anticipated that corporate branding can yield long-term benefits for them. Hence, the purpose of this study is to gain a better understanding of corporate branding in SMEs and bridge this gap in the literature. The findings of the research reveal that SME owners and managers play a substantial role in defining and developing corporate branding within SMEs. It is evident that the character of these individuals significantly influences corporate culture and identity. The study was conducted through semi-structured interviews with 15 SME owners or managers from various sectors in Kayseri, Turkey. Data were analyzed using the thematic analysis method, resulting in five main themes: the concept of corporate branding, the entrepreneurial brand, product/service branding, barriers to becoming a corporate brand owner, and success. In conclusion, this research highlights the importance of SMEs in establishing corporate branding and underscores the pivotal role of business owners/managers in this process. It is believed that this study can provide guidance to businesses seeking to better comprehend and enhance the process of corporate branding for SMEs.

Keywords

corporate brand SME SME performance brand management

Ethical Statement

I affirm that all information presented in this thesis adheres to academic rules and ethical standards, with approval from Brunel University London's Research Ethics Committee.

Supporting Institution

Brunel University London

Project Number

3480-LR-Aug/2016- 3683-3

Thanks

I am profoundly grateful to Professor Mustafa Ozbilgin for his outstanding support.

References

  • Abratt, R., & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations. European Journal of Marketing, 46(7/8), 1048-1063. https://doi.org/10.1108/03090561211230197
  • Agostini, L., Filippini, R., & Nosella, A. (2015). Brand-building efforts and their association with SME sales performance. Journal of Small Business Management, 53(S1), 161-173. https://doi.org/10.1111/jsbm.12185
  • Balmer, J. M. T., & Gray, E. R. (2003). Corporate brands: What are they? What of them?. European Journal of Marketing, 37(7/8), 972-997. https://doi.org/10.1108/03090560310477627
  • Balmer, J. M. T. (2012). Corporate brand management imperatives: Custodianship, credibility, and calibration. California Management Review, 54(3), 6-33. https://doi.org/10.1525/cmr.2012.54.3.6
  • Balmer, J. M. T. (2013). Corporate brand orientation: What is it? What of it?. Journal of Brand Management, 20(9), 723-741. https://doi.org/10.1057/bm.2013.15
  • Berthon, P., Ewing, M. T., & Napoli, J. (2008). Brand management in small to medium-sized enterprises*. Journal of Small Business Management, 46(1), 27-45. https://doi.org/10.1111/j.1540-627x.2007.00229.x
  • Biraghi, S., & Gambetti, R. C. (2015). Corporate branding: Where are we? A systematic communication-based inquiry. Journal of Marketing Communications, 21(4), 260-283. https://doi.org/10.1080/13527266.2013.768535
  • Boyle, E. (2003). A study of entrepreneurial brand building in the manufacturing sector in the UK. Journal of Product & Brand Management, 12(2), 79-93. https://doi.org/10.1108/10610420310469779
  • Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
  • Brexendorf, T. O., & Keller, K. L. (2017). Leveraging the corporate brand. European Journal of Marketing, 51(9/10), 1530-1551. https://doi.org/10.1108/ejm-07-2017-0445
  • Burns, P. (2010). Entrepreneurship and small business: Start-up, growth and maturity. Palgrave Macmillan.
  • Carson, D., Cromie, S., McGowan, P., & Hill, J. (1995). Marketing and entrepreneurship in SMEs: An innovative approach. Pearson Education.
  • Centeno, E., Hart, S., & Dinnie, K. (2013). The five phases of SME brand-building. Journal of Brand Management, 20(6), 445-457. https://doi.org/10.1057/bm.2012.49
  • Coleman, J. S. (1958). Snowball sampling: Problems and techniques of chain referral sampling. Human Organization, 17(4), 28-36.
  • Corbin, J., & Strauss, A. (2015). Basics of qualitative research. SAGE.
  • Davies, G., Chun. R, Da Silva, R., & Roper, S. (2003). Corporate reputation and competitiveness. Routledge.
  • de Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of Marketing Management, 15(1-3), 157-179. https://doi.org/10.1362/026725799784870432
  • Einwiller, S., & Will, M. (2002). Towards an integrated approach to corporate branding – an empirical study. Corporate Communications: An International Journal, 7(2), 100-109. https://doi.org/10.1108/13563280210426160
  • Fetscherin, M. (2015). The CEO branding mix. Journal of Business Strategy, 36(6), 22-28. https://doi.org/10.1108/jbs-01-2015-0004
  • Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image. Harvard Business School Press.
  • Foster, C., Punjaisri, K., & Cheng, R. (2010). Exploring the relationship between corporate, internal and employer branding. Journal of Product & Brand Management, 19(6), 401-409. https://doi.org/10.1108/10610421011085712
  • Gabrielli, V., & Balboni, B. (2010). SME practice towards integrated marketing communications. Marketing Intelligence & Planning, 28(3), 275-290. https://doi.org/10.1108/02634501011041426
  • Glaser, B., & Strauss, A. (2017). Discovery of grounded theory: Strategies for qualitative research. Routledge.
  • Gregory, A. (2007). Involving stakeholders in developing corporate brands: The communication dimension. Journal of Marketing Management, 23(1-2), 59-73. https://doi.org/10.1362/026725707x178558
  • Griffin, C. P. (2002). Strategic planning for the internal marketing and communication of facilities management. Journal of Facilities Management, 1(3), 237-246. https://doi.org/10.1108/14725960310808015
  • Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough?. Field Methods, 18(1), 59-82. https://doi.org/10.1177/1525822x05279903
  • Harris, F., & de Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing, 35(3/4), 441-456. https://doi.org/10.1108/03090560110382101
  • Hatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons.
  • Hirvonen, S., & Laukkanen, T. (2014). Brand orientation in small firms: An empirical test of the impact on brand performance. Journal of Strategic Marketing, 22(1), 41-58. https://doi.org/10.1080/0965254x.2013.819372
  • Hoeffler, S., & Keller, K. L. (2003). The marketing advantages of strong brands. Journal of Brand Management, 10, 421-445. https://doi.org/10.1057/palgrave.bm.2540139
  • Horan, G., O'Dwyer, M., & Tiernan, S. (2011). Exploring management perspectives of branding in service SMEs. Journal of Services Marketing, 25(2), 114-121. https://doi.org/10.1108/08876041111119831
  • Inskip, I. (2004). Corporate branding for small to medium-sized businesses — A missed opportunity or an indulgence? Journal of Brand Management, 11(5), 358-365. https://doi.org/10.1057/palgrave.bm.2540181
  • Keller, K. L., & Swaminathan, V. (2015). Strategic brand management: Building, measuring, and managing brand equity, global edition (5th edition). Pearson.
  • Knight, G. (2000). Entrepreneurship and marketing strategy: The SME under globalization. Journal of International Marketing, 8(2), 12-32. https://doi.org/10.1509/jimk.8.2.12.19620
  • Krake, F. B. G. J. M. (2005). Successful brand management in SMEs: A new theory and practical hints. Journal of Product & Brand Management, 14(4), 228-238. https://doi.org/10.1108/10610420510609230
  • Merrilees, B. (2007). A theory of brand‐led SME new venture development. Qualitative Market Research: An International Journal, 10(4), 403-415. https://doi.org/10.1108/13522750710819739
  • Mingione, M., & Abratt, R. (2020). Building a corporate brand in the digital age: Imperatives for transforming born-digital startups into successful corporate brands. Journal of Marketing Management, 36(11-12), 981-1008. https://doi.org/10.1080/0267257x.2020.1750453
  • Mingione, M., & Leoni, L. (2020). Blurring B2C and B2B boundaries: Corporate brand value Co-creation in B2B2C markets. Journal of Marketing Management, 36(1-2), 72-99. https://doi.org/10.1080/0267257x.2019.1694566
  • M'zungu, S., Merrilees, B., & Miller, D. (2019). Strategic and operational perspectives of SME brand management: A typology. Journal of Small Business Management, 57(3), 943-965. https://doi.org/10.1111/jsbm.12387
  • Nielsen, A. E., & Thomsen, C. (2009). Investigating CSR communication in SMEs: A case study among Danish middle managers. Business Ethics: A European Review, 18(1), 83-93. https://doi.org/10.1111/j.1467-8608.2009.01550.x
  • OECD. (2018). Financing SMEs and Entrepreneurs 2018. https://www.oecd.org/cfe/smes/ (Erişim Tarihi: 1 Eylül 2023).
  • Ojasalo, J., Nätti, S., & Olkkonen, R. (2008). Brand building in software SMEs: An empirical study. Journal of Product & Brand Management, 17(2), 92-107. https://doi.org/10.1108/10610420810864702
  • Olins, W. (1995). The new guide to identity - Wolff Olins: How to create and sustain change through managing identity. Design Council/Gower, Aldershot.
  • Resnick, S. M., Cheng, R., Simpson, M., & Lourenço, F. (2016). Marketing in SMEs: A “4Ps” self-branding model. International Journal of Entrepreneurial Behavior & Research, 22(1), 155-174. https://doi.org/10.1108/ijebr-07-2014-0139
  • Riley, F., & de Chernatony, L. (2000). The service brand as relationships builder. British Journal of Management, 11(2), 137-150. https://doi.org/10.1111/1467-8551.t01-1-00156
  • Rode, V., & Vallaster, C. (2005). Corporate branding for start-ups: The crucial role of entrepreneurs. Corporate Reputation Review, 8, 121-135. https://doi.org/10.1057/palgrave.crr.1540244
  • Simões, C., Dibb, S., & Fisk, R. P. (2005). Managing corporate identity: An internal perspective. Journal of the Academy of Marketing Science, 33(2), 153-168. https://doi.org/10.1177/0092070304268920
  • Spence, L. J. (1999). Does size matter? The state of the art in small business ethics. Business Ethics: A European Review, 8(3), 163-174. https://doi.org/10.1111/1467-8608.00144
  • Spence, M., & Hamzaoui Essoussi, L. (2010). SME brand building and management: An exploratory study. European Journal of Marketing, 44(7/8), 1037-1054. https://doi.org/10.1108/03090561011047517
  • Turban, D. B., & Cable, D. M. (2003). Firm reputation and applicant pool characteristics. Journal of Organizational Behavior, 24(6), 733-751. https://doi.org/10.1002/job.215
  • Urde, M. (2003). Core value‐based corporate brand building. European Journal of Marketing, 37(7/8), 1017-1040. https://doi.org/10.1108/03090560310477645
  • Wang, Y., Chen, H., Ryan, B., Troxtel, C., & Cvar, M. (2023). Hotel general managers' brand love: A thematic analysis with general managers in the U.S. Journal of Hospitality and Tourism Management, 54, 200-211. https://doi.org/10.1016/j.jhtm.2022.12.016
  • Wong, H., & Merrilees, B. (2005). A brand orientation typology for SMEs: A case research approach. Journal of Product & Brand Management, 14(3), 155-162. https://doi.org/10.1108/10610420510601021
  • Yin, R. K. (2017). Case study research and applications: Design and methods. SAGE Publications.

KOBİ'lerde Kurumsal Markalama: Kavramlar ve Engeller

Year 2023, Volume: 4 Issue: 3, 320 - 342, 30.09.2023

Serap Sarp Selcuk Uygur

https://doi.org/10.54733/smar.1361588

Abstract

Bu araştırmada KOBİ’lerin kurumsal marka kavramını nasıl tanımlandığı, kurumsal marka sahibi olmalarının önündeki engeller ve KOBİ’lerde marka anlayışı keşfedilmeye çalışılmıştır. Kurumsal marka sahibi olmanın işletmeler için rekabet avantajı sağladığı ve birçok pazar avantajını beraberinde getirdiği literatürde vurgulanmıştır. Ancak, literatürdeki kurumsal marka araştırmalarının büyük işletmelere odaklandığı ve KOBİ'leri göz ardı ettiği görülmüştür. KOBİ'lerin dünya genelinde önemli bir ekonomik rol oynadığı göz önüne alındığında kurumsal marka oluşturmanın onlar için de uzun vadede faydalar saylayacağı öngörüldü. Bu nedenle, bu çalışmanın amacı KOBİ'lerin kurumsal marka oluşturmasını daha iyi anlamak ve literatürdeki bu boşluğu doldurmaktır. Araştırmadan elde edilen bulgulara göre KOBİ'lerde kurumsal markayı tanımlama ve geliştirmede işletme sahipleri ve yöneticilerinin rolünün büyük olduğunu ve bu kişilerin karakterinin kurumsal kültür ve kurumsal kimliği üzerinde etkili olduğunu ortaya çıkmıştır. Çalışma Türkiye'nin Kayseri şehrinde farklı sektörlerden 15 KOBİ sahibi veya yöneticisi ile yarı yapılandırılmış mülakatlar kullanarak gerçekleştirilmiştir. Veriler tematik analiz yöntemi ile incelenmiş ve beş ana tema belirlenmiştir: kurumsal marka kavramı, girişimci markası, ürün/hizmet markası, kurumsal marka sahibi olmanın önündeki engeller ve başarı. Sonuç olarak, bu araştırma KOBİ'lerin kurumsal marka oluşturmasının önemini ve işletme sahipleri/yöneticilerinin bu süreçteki kilit rolünü vurgulamaktadır. Bu çalışmanın KOBİ'ler için kurumsal marka oluşturma sürecini daha iyi anlamak ve geliştirmek isteyen işletmelere rehberlik edebileceği düşünülmektedir.

Keywords

kurumsal marka KOBİ’ler KOBİ performansı marka yönetimi

Project Number

3480-LR-Aug/2016- 3683-3

References

  • Abratt, R., & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations. European Journal of Marketing, 46(7/8), 1048-1063. https://doi.org/10.1108/03090561211230197
  • Agostini, L., Filippini, R., & Nosella, A. (2015). Brand-building efforts and their association with SME sales performance. Journal of Small Business Management, 53(S1), 161-173. https://doi.org/10.1111/jsbm.12185
  • Balmer, J. M. T., & Gray, E. R. (2003). Corporate brands: What are they? What of them?. European Journal of Marketing, 37(7/8), 972-997. https://doi.org/10.1108/03090560310477627
  • Balmer, J. M. T. (2012). Corporate brand management imperatives: Custodianship, credibility, and calibration. California Management Review, 54(3), 6-33. https://doi.org/10.1525/cmr.2012.54.3.6
  • Balmer, J. M. T. (2013). Corporate brand orientation: What is it? What of it?. Journal of Brand Management, 20(9), 723-741. https://doi.org/10.1057/bm.2013.15
  • Berthon, P., Ewing, M. T., & Napoli, J. (2008). Brand management in small to medium-sized enterprises*. Journal of Small Business Management, 46(1), 27-45. https://doi.org/10.1111/j.1540-627x.2007.00229.x
  • Biraghi, S., & Gambetti, R. C. (2015). Corporate branding: Where are we? A systematic communication-based inquiry. Journal of Marketing Communications, 21(4), 260-283. https://doi.org/10.1080/13527266.2013.768535
  • Boyle, E. (2003). A study of entrepreneurial brand building in the manufacturing sector in the UK. Journal of Product & Brand Management, 12(2), 79-93. https://doi.org/10.1108/10610420310469779
  • Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
  • Brexendorf, T. O., & Keller, K. L. (2017). Leveraging the corporate brand. European Journal of Marketing, 51(9/10), 1530-1551. https://doi.org/10.1108/ejm-07-2017-0445
  • Burns, P. (2010). Entrepreneurship and small business: Start-up, growth and maturity. Palgrave Macmillan.
  • Carson, D., Cromie, S., McGowan, P., & Hill, J. (1995). Marketing and entrepreneurship in SMEs: An innovative approach. Pearson Education.
  • Centeno, E., Hart, S., & Dinnie, K. (2013). The five phases of SME brand-building. Journal of Brand Management, 20(6), 445-457. https://doi.org/10.1057/bm.2012.49
  • Coleman, J. S. (1958). Snowball sampling: Problems and techniques of chain referral sampling. Human Organization, 17(4), 28-36.
  • Corbin, J., & Strauss, A. (2015). Basics of qualitative research. SAGE.
  • Davies, G., Chun. R, Da Silva, R., & Roper, S. (2003). Corporate reputation and competitiveness. Routledge.
  • de Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of Marketing Management, 15(1-3), 157-179. https://doi.org/10.1362/026725799784870432
  • Einwiller, S., & Will, M. (2002). Towards an integrated approach to corporate branding – an empirical study. Corporate Communications: An International Journal, 7(2), 100-109. https://doi.org/10.1108/13563280210426160
  • Fetscherin, M. (2015). The CEO branding mix. Journal of Business Strategy, 36(6), 22-28. https://doi.org/10.1108/jbs-01-2015-0004
  • Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image. Harvard Business School Press.
  • Foster, C., Punjaisri, K., & Cheng, R. (2010). Exploring the relationship between corporate, internal and employer branding. Journal of Product & Brand Management, 19(6), 401-409. https://doi.org/10.1108/10610421011085712
  • Gabrielli, V., & Balboni, B. (2010). SME practice towards integrated marketing communications. Marketing Intelligence & Planning, 28(3), 275-290. https://doi.org/10.1108/02634501011041426
  • Glaser, B., & Strauss, A. (2017). Discovery of grounded theory: Strategies for qualitative research. Routledge.
  • Gregory, A. (2007). Involving stakeholders in developing corporate brands: The communication dimension. Journal of Marketing Management, 23(1-2), 59-73. https://doi.org/10.1362/026725707x178558
  • Griffin, C. P. (2002). Strategic planning for the internal marketing and communication of facilities management. Journal of Facilities Management, 1(3), 237-246. https://doi.org/10.1108/14725960310808015
  • Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough?. Field Methods, 18(1), 59-82. https://doi.org/10.1177/1525822x05279903
  • Harris, F., & de Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing, 35(3/4), 441-456. https://doi.org/10.1108/03090560110382101
  • Hatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons.
  • Hirvonen, S., & Laukkanen, T. (2014). Brand orientation in small firms: An empirical test of the impact on brand performance. Journal of Strategic Marketing, 22(1), 41-58. https://doi.org/10.1080/0965254x.2013.819372
  • Hoeffler, S., & Keller, K. L. (2003). The marketing advantages of strong brands. Journal of Brand Management, 10, 421-445. https://doi.org/10.1057/palgrave.bm.2540139
  • Horan, G., O'Dwyer, M., & Tiernan, S. (2011). Exploring management perspectives of branding in service SMEs. Journal of Services Marketing, 25(2), 114-121. https://doi.org/10.1108/08876041111119831
  • Inskip, I. (2004). Corporate branding for small to medium-sized businesses — A missed opportunity or an indulgence? Journal of Brand Management, 11(5), 358-365. https://doi.org/10.1057/palgrave.bm.2540181
  • Keller, K. L., & Swaminathan, V. (2015). Strategic brand management: Building, measuring, and managing brand equity, global edition (5th edition). Pearson.
  • Knight, G. (2000). Entrepreneurship and marketing strategy: The SME under globalization. Journal of International Marketing, 8(2), 12-32. https://doi.org/10.1509/jimk.8.2.12.19620
  • Krake, F. B. G. J. M. (2005). Successful brand management in SMEs: A new theory and practical hints. Journal of Product & Brand Management, 14(4), 228-238. https://doi.org/10.1108/10610420510609230
  • Merrilees, B. (2007). A theory of brand‐led SME new venture development. Qualitative Market Research: An International Journal, 10(4), 403-415. https://doi.org/10.1108/13522750710819739
  • Mingione, M., & Abratt, R. (2020). Building a corporate brand in the digital age: Imperatives for transforming born-digital startups into successful corporate brands. Journal of Marketing Management, 36(11-12), 981-1008. https://doi.org/10.1080/0267257x.2020.1750453
  • Mingione, M., & Leoni, L. (2020). Blurring B2C and B2B boundaries: Corporate brand value Co-creation in B2B2C markets. Journal of Marketing Management, 36(1-2), 72-99. https://doi.org/10.1080/0267257x.2019.1694566
  • M'zungu, S., Merrilees, B., & Miller, D. (2019). Strategic and operational perspectives of SME brand management: A typology. Journal of Small Business Management, 57(3), 943-965. https://doi.org/10.1111/jsbm.12387
  • Nielsen, A. E., & Thomsen, C. (2009). Investigating CSR communication in SMEs: A case study among Danish middle managers. Business Ethics: A European Review, 18(1), 83-93. https://doi.org/10.1111/j.1467-8608.2009.01550.x
  • OECD. (2018). Financing SMEs and Entrepreneurs 2018. https://www.oecd.org/cfe/smes/ (Erişim Tarihi: 1 Eylül 2023).
  • Ojasalo, J., Nätti, S., & Olkkonen, R. (2008). Brand building in software SMEs: An empirical study. Journal of Product & Brand Management, 17(2), 92-107. https://doi.org/10.1108/10610420810864702
  • Olins, W. (1995). The new guide to identity - Wolff Olins: How to create and sustain change through managing identity. Design Council/Gower, Aldershot.
  • Resnick, S. M., Cheng, R., Simpson, M., & Lourenço, F. (2016). Marketing in SMEs: A “4Ps” self-branding model. International Journal of Entrepreneurial Behavior & Research, 22(1), 155-174. https://doi.org/10.1108/ijebr-07-2014-0139
  • Riley, F., & de Chernatony, L. (2000). The service brand as relationships builder. British Journal of Management, 11(2), 137-150. https://doi.org/10.1111/1467-8551.t01-1-00156
  • Rode, V., & Vallaster, C. (2005). Corporate branding for start-ups: The crucial role of entrepreneurs. Corporate Reputation Review, 8, 121-135. https://doi.org/10.1057/palgrave.crr.1540244
  • Simões, C., Dibb, S., & Fisk, R. P. (2005). Managing corporate identity: An internal perspective. Journal of the Academy of Marketing Science, 33(2), 153-168. https://doi.org/10.1177/0092070304268920
  • Spence, L. J. (1999). Does size matter? The state of the art in small business ethics. Business Ethics: A European Review, 8(3), 163-174. https://doi.org/10.1111/1467-8608.00144
  • Spence, M., & Hamzaoui Essoussi, L. (2010). SME brand building and management: An exploratory study. European Journal of Marketing, 44(7/8), 1037-1054. https://doi.org/10.1108/03090561011047517
  • Turban, D. B., & Cable, D. M. (2003). Firm reputation and applicant pool characteristics. Journal of Organizational Behavior, 24(6), 733-751. https://doi.org/10.1002/job.215
  • Urde, M. (2003). Core value‐based corporate brand building. European Journal of Marketing, 37(7/8), 1017-1040. https://doi.org/10.1108/03090560310477645
  • Wang, Y., Chen, H., Ryan, B., Troxtel, C., & Cvar, M. (2023). Hotel general managers' brand love: A thematic analysis with general managers in the U.S. Journal of Hospitality and Tourism Management, 54, 200-211. https://doi.org/10.1016/j.jhtm.2022.12.016
  • Wong, H., & Merrilees, B. (2005). A brand orientation typology for SMEs: A case research approach. Journal of Product & Brand Management, 14(3), 155-162. https://doi.org/10.1108/10610420510601021
  • Yin, R. K. (2017). Case study research and applications: Design and methods. SAGE Publications.
There are 54 citations in total.

Details

Primary Language Turkish
Subjects Marketing Management
Journal Section Research Articles
Authors

Serap Sarp 0000-0002-2560-4105

Selcuk Uygur This is me 0000-0003-4484-9164

Project Number 3480-LR-Aug/2016- 3683-3
Publication Date September 30, 2023
Submission Date September 16, 2023
Published in Issue Year 2023 Volume: 4 Issue: 3

Cite

APA Sarp, S., & Uygur, S. (2023). KOBİ’lerde Kurumsal Markalama: Kavramlar ve Engeller. Sosyal Mucit Academic Review, 4(3), 320-342. https://doi.org/10.54733/smar.1361588
 Download Cover Image


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.