Customer based brand equity (CBBE) and the competitive performance of SMEs in Ghana

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Customer based brand equity (CBBE) and the competitive performance of SMEs in Ghana

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

Customer based brand equity (CBBE) and the competitive performance of SMEs in Ghana

Popis výsledku anglicky

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

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2014

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Journal of Small Business and Enterprise Development

ISSN

1462-6004

e-ISSN

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Svazek periodika

21

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

15

Strana od-do

117-131

Kód UT WoS článku

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EID výsledku v databázi Scopus

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