Please use this identifier to cite or link to this item: http://hdl.handle.net/20.500.12188/4780
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dc.contributor.authorOsakwe, C.Nen_US
dc.contributor.authorCiunova shuleska, Anitaen_US
dc.contributor.authorOmotoso, J.en_US
dc.contributor.authorChovancova, M.en_US
dc.date.accessioned2019-11-05T06:41:55Z-
dc.date.available2019-11-05T06:41:55Z-
dc.date.issued2015-12-25-
dc.identifier.citationOsakwe, C.N.; Ciunova-Shuleska, A.; Omotoso, J.; Chovancova, M. (2015), Modelling the Brand Performance of SMEs in a fast growing African economy: The complementary role of brand orientation and customer retention orientation, Economic Computation and Economic Cybernetics Studies and Research 4, pp. 243-260en_US
dc.identifier.urihttp://hdl.handle.net/20.500.12188/4780-
dc.description.abstractSmall and Medium-sized enterprises (hereinafter SMEs) are widely acknowledged by scholars and policy makers as the main engine of economic transformation, entrepreneurship and job creation in various economies of the world. Against this backdrop, we sought to theoretically conceptualize and importantly, empirically validate some of the pertinent drivers of SMEs brand performance in the context of a fast-growing African economy. To test the hypothesized relationships in the research framework, we adopted a positivist research paradigm, precisely a quantitative approach. More specifically, a variance-based structural equation modelling (i.e., PLS-SEM) was employed to test the research hypotheses. Briefly, our study suggests that when SMEs' executives are considering improving their brand performance, they should endeavour to leverage on a mixed business strategy, in this particular instance, the complementarity of brand orientation and customer retention drivers. Further findings, research contributions together with future research direction are discussed in the research paper.en_US
dc.language.isoenen_US
dc.relation.ispartofEconomic Computation and Economic Cybernetics Studies and Researchen_US
dc.subjectbrand consistency, brand orientation, customer retention orientation, fast-growing African economy, marketing strategy, Nigeria, SMEs brand performance, variance-based structural equation modelling (PLS-SEM).en_US
dc.titleModelling the Brand Performance of SMEs in a fast growing African economy: The complementary role of brand orientation and customer retention orientationen_US
dc.typeJournal Articleen_US
item.fulltextNo Fulltext-
item.grantfulltextnone-
crisitem.author.deptFaculty of Economics-
Appears in Collections:Faculty of Economics 03: Journal Articles / Статии во научни списанија
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