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

By: Material type: TextTextDescription: 22-38 pSubject(s): In: Sage Publication IIM KOZHIKODE SOCIETY AND MANAGEMENT REVIEWSummary: 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.
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Holdings
Item type Current library Call number Vol info Status Notes Date due Barcode Item holds
Journal Article Journal Article Main Library JOURNAL/MGT/Vol 12, No 1/55513474JA2 (Browse shelf(Opens below)) Vol 12, No 1 Available Vol 12, No 1 55513474JA2
Journals and Periodicals Journals and Periodicals Main Library On Display JOURNAL/MGT/Vol 12, No 1/55513474 (Browse shelf(Opens below)) Vol 12, No 1 (01/01/2023) Not for loan IIM Kozhikode: Society Management Review - January 2023 55513474
Total holds: 0

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.

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