A Scientometric Study of the Brand Building Process in Organizations
Brand building has been suggested as an important process in the success of any business. In order to find out brand building framework for SMEs literature review was conducted, the problem identified from literature is that there is a lack of structured brand building framework for SMEs as compare...
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| Format: | Article |
| Language: | English |
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Institute of Business Management
2024-01-01
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| Series: | International Journal of Experiential Learning & Case Studies |
| Subjects: | |
| Online Access: | https://journals.iobm.edu.pk/index.php/ijelcs/article/view/1015 |
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| _version_ | 1839617204543291392 |
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| author | Dr. Amir Saeed Asma Rehman Dr. Awais Alam |
| author_facet | Dr. Amir Saeed Asma Rehman Dr. Awais Alam |
| author_sort | Dr. Amir Saeed |
| collection | DOAJ |
| description |
Brand building has been suggested as an important process in the success of any business. In order to find out brand building framework for SMEs literature review was conducted, the problem identified from literature is that there is a lack of structured brand building framework for SMEs as compare to big Corporations and MNCs. Brand building conceptual model emerging from this review can allow SMEs to establish distinguished brand identity that help them to survive and enhances business performance, it can change how people perceive brand, it can drive new business, and increase brand value. Furthermore, new moderating variable employee-brand knowledge has been incorporated into the proposed framework. This research also adds to the already existing body of literature and also provide basis for future research studies.
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| format | Article |
| id | doaj-art-0cf5dfe7ebb44b8b86aa9e8eebe6d6e1 |
| institution | Matheson Library |
| issn | 2520-4475 2521-9359 |
| language | English |
| publishDate | 2024-01-01 |
| publisher | Institute of Business Management |
| record_format | Article |
| series | International Journal of Experiential Learning & Case Studies |
| spelling | doaj-art-0cf5dfe7ebb44b8b86aa9e8eebe6d6e12025-07-25T00:00:43ZengInstitute of Business ManagementInternational Journal of Experiential Learning & Case Studies2520-44752521-93592024-01-018210.22555/ijelcs.v8i2.1015 A Scientometric Study of the Brand Building Process in OrganizationsDr. Amir SaeedAsma RehmanDr. Awais Alam Brand building has been suggested as an important process in the success of any business. In order to find out brand building framework for SMEs literature review was conducted, the problem identified from literature is that there is a lack of structured brand building framework for SMEs as compare to big Corporations and MNCs. Brand building conceptual model emerging from this review can allow SMEs to establish distinguished brand identity that help them to survive and enhances business performance, it can change how people perceive brand, it can drive new business, and increase brand value. Furthermore, new moderating variable employee-brand knowledge has been incorporated into the proposed framework. This research also adds to the already existing body of literature and also provide basis for future research studies. https://journals.iobm.edu.pk/index.php/ijelcs/article/view/1015Brand orientationBrand identitySMEsPRISMA Protocol |
| spellingShingle | Dr. Amir Saeed Asma Rehman Dr. Awais Alam A Scientometric Study of the Brand Building Process in Organizations International Journal of Experiential Learning & Case Studies Brand orientation Brand identity SMEs PRISMA Protocol |
| title | A Scientometric Study of the Brand Building Process in Organizations |
| title_full | A Scientometric Study of the Brand Building Process in Organizations |
| title_fullStr | A Scientometric Study of the Brand Building Process in Organizations |
| title_full_unstemmed | A Scientometric Study of the Brand Building Process in Organizations |
| title_short | A Scientometric Study of the Brand Building Process in Organizations |
| title_sort | scientometric study of the brand building process in organizations |
| topic | Brand orientation Brand identity SMEs PRISMA Protocol |
| url | https://journals.iobm.edu.pk/index.php/ijelcs/article/view/1015 |
| work_keys_str_mv | AT dramirsaeed ascientometricstudyofthebrandbuildingprocessinorganizations AT asmarehman ascientometricstudyofthebrandbuildingprocessinorganizations AT drawaisalam ascientometricstudyofthebrandbuildingprocessinorganizations AT dramirsaeed scientometricstudyofthebrandbuildingprocessinorganizations AT asmarehman scientometricstudyofthebrandbuildingprocessinorganizations AT drawaisalam scientometricstudyofthebrandbuildingprocessinorganizations |