The Role of Corporate Brand in the Entrepreneurial SMEs Total Brand
Small and medium enterprises (SMEs) make an important part of the economy of countries and are companied by employment and economic blossoming. Even so, these companies have never been the focus of the science of brand and most of the literature on brand has been written about large companies which have different specifications from SMEs. Thus, SME brand is a new area that recently has introduced the corporate brand as an appropriate framework for branding in the SMEs, but there are limited numbers of scientific models of SME corporate brand. This research tries to study the effect and influence of corporate brand in SME brand. The conceptual model was compiled upon making semi-structured interviews and the focus group with a number of successful entrepreneurs in Tehran and Yazd provinces. The questionnaires were distributed through in two provinces. Data were analyzed and modeled by Lisrel software in the form of structural equation modeling. In this research, the SEMs corporate brand is operationally defined, the role of corporate brand in SME brand is confirmed, and strategies are presented on this basis.
Key words: Corporate brand; Entrepreneur; SME; Entrepreneurship
Corporate brand; Entrepreneur; SME; Entrepreneurship
- There are currently no refbacks.
If you have already registered in Journal A and plan to submit article(s) to Journal B, please click the CATEGORIES, or JOURNALS A-Z on the right side of the "HOME".
We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: email@example.com; firstname.lastname@example.org; email@example.com
Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures
Address: 730, 77e AV, Laval, Quebec, H7V 4A8, Canada
Telephone: 1-514-558 6138