Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
Micro & Small Enterprises In Ireland: A Brand Management Perspective, Bobby Kennedy, Angela Wright
Micro & Small Enterprises In Ireland: A Brand Management Perspective, Bobby Kennedy, Angela Wright
Dept. of Organisation & Professional Development Publications
Branding aids companies in the acquisition of new customers, allows them to build a favourable reputation, leads to increased customer loyalty and, ultimately, is a driver of profitability. Although there is an impressive quantity of academic literature related to both large corporate and product line branding, there has been less focus regarding the research on branding of small businesses, despite their economic importance.
In the specific case of SMEs in Ireland, branding studies are scant. There is little understanding of the branding practices of SME founder-owners in Ireland, and, moreover, a lack of clarity as to their knowledge levels apropos …