Customer based brand equity (CBBE) and the competitive performance of SMEs in Ghana
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F14%3A43871738" target="_blank" >RIV/70883521:28120/14:43871738 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.1108/JSBED-10-2013-0154" target="_blank" >http://dx.doi.org/10.1108/JSBED-10-2013-0154</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1108/JSBED-10-2013-0154" target="_blank" >10.1108/JSBED-10-2013-0154</a>
Alternative languages
Result language
angličtina
Original language name
Customer based brand equity (CBBE) and the competitive performance of SMEs in Ghana
Original language description
This paper has three main objectives. The first objective examines the degree of interrelationship between the level of brand equity and the performance of SMEs, while the second objective examines the extent of the antecedents of brand equity (brand awareness, brand association, perceived quality and brand loyalty) in predicting SME performance. The last objective examines the effect of brand equity on the performance of SMEs when the level of brand loyalty is high. Design/methodology/approach: Questionnaires were used in collecting data from managers and customers of SMEs. The sample comprises 98 managers and 311 customers of SMEs. In order to ensure that various sectors of SMEs were covered, stratified random sampling was used; thus, 40 per cent ofthe SMEs were from the trade sector, 30 per cent from the agriculture sector, and 30 per cent from the small manufacturing sector. However, a simple random sampling method was used in the selection of customers. Findings: It was found tha
Czech name
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Czech description
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Classification
Type
J<sub>x</sub> - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Journal of Small Business and Enterprise Development
ISSN
1462-6004
e-ISSN
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Volume of the periodical
21
Issue of the periodical within the volume
1
Country of publishing house
GB - UNITED KINGDOM
Number of pages
15
Pages from-to
117-131
UT code for WoS article
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EID of the result in the Scopus database
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