International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Brand Management and Growth in Small Mexican Businesses
Gonzalo Maldonado Guzmán, Edith Reyes Ruiz, Jesús Francisco Mellado Siller

Brand management is a contemporary topic in the marketing literature. A proof of this are the scarce published investigations that analyze and discuss this key construct and there are even fewer published researches that link brand management with the growth of small businesses since both constructs have usually been analyzed and discussed in big enterprises by investigators, scholars and professionals in the field of marketing even when small companies represent more than 90% of all enterprises in any country of the world. The main objective of this empirical research is the analysis and discussion of the existing link between brand management and the level of growth of small enterprises. For this, a sample of 300 small businesses was used and a model of structural equations was used in order to know more deeply the current connection between brand management and the level of growth of small businesses. The results obtained show that brand management have a positive and significant effect in the level of growth of small businesses.

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