墨西哥小型企业的品牌管理和经营业绩外文翻译资料

Brand Management and Business Performance in Mexican Small

Business

Gonzalo Maldonado-Guzman, Jesuacute;s Francisco Mellado-Siller amp; Edith Reyes-Ruiz

Abstract

Brand management is a relatively new topic in marketing literature and it is considered by several researchers, academics and professionals, as one of the most important business strategies that allow not only a significant growth of the business performance of small enterprises, but also their continuity in the market where they participate. Similarly, brand management has also been analyzed and discussed at the core of enterprises and there are relatively few investigations that focus on small enterprises, and there are even less researches carried out in developing countries. For these reasons, the main goal of this empirical research is the analysis and discussion of the effects of brand management on the level of business performance in small enterprises, by using a sample of 300 small firms and by implementing a model of structural equations of second order, that can provide a deeper understanding of the current relation between brand management and business performance. The results obtained show that brand management has a positive and significant in the level of business performance in small enterprises.

Keywords: brand management, business performance, small business

1. Introduction

Brand management is considered in the marketing literature as an intangible resource that has a significant impact in business performance (Rao et al., 2004; Morgan amp; Rego, 2009), since consumers often establish a good relation with the brand of products they buy (Park et al., 1986; Fournier, 1998; Thomson et al., 2005; Schau et al., 2009), which turns into a significant increase in the sales of brands (Park et al., 2010), as well as a reduction in the prices of products or services and in the marketing costs (Mizik amp; Jacobson, 2008). Therefore, it is possible to state that the business performance, especially in small enterprises, depends mostly on the level of brand management that they have (Park et al., 2013).

In this regard, the impact created by brand management in the business performance is one of the most interesting topics among executives and managers of companies, mostly from small business, who still do not understand clearly the efficiency and the activities implied in brand management, as well as its contribution and value in the supply chain (Madden et al., 2006). For this reason, managers from different enterprises, including some small business, have focused an important part of their effort in investing more and more resources in the development of markets, that have a high level of financial and business performance for their products (Rust et al., 2004; Morgan amp; Rego, 2009), which could contribute significantly to the financial health of the organization and improve the marketing capacities of enterprises, that have a higher level of influence in business performance (Dunes amp; Pras, 2017).

However, several managers of enterprises, including small business, have some difficulties to measure the impact that brand management practices have in the return of their investments, just as it happens with the success of marketing activities (State of Marketing, 2015). As a result of this, the use of brand management as one of the main variables that influences in the business performance, will depend mostly on the ability of the marketing department in enterprises, especially in small business, to show the contribution that it creates in both the market and investment returns (Verhoef amp; Leeflang, 2009), as well as the profit margin for stake holders or owners of organizations. That is why it is expected that brand management provide the necessary information in a short-term in order to have a better understanding of its efficiency in enterprises (Dunes amp; Pras, 2017).

Additionally, researchers, academics and professionals in the field of marketing have to aim their efforts as well as their theoretical and empirical investigations to provide evidence that can show the importance of brand management in both the effectiveness of marketing activities and the business performance (Cui et al., 2014). Subsequently, researchers and academics have to provide in short-term evidence that verifies that brand management can help to the development of the perspectives of business performance in the long run (Tyagi amp; Sawhney, 2010). Furthermore, brand management needs to provide empirical evidence that it can be understood and assimilated by enterprise managers, especially those from small business, as well as its impact not only in the brand performance itself of the products of the organization but in the business performance as well. In this set of ideas, it is very important that researchers, academics and professionals in the field of marketing commit themselves to carry out studies or investigation projects that provide sound knowledge about the importance and relation of brand management (Aaker amp; Joachimsthaler, 2000), with all the components that improve significantly both the brand and business performance (Dunes amp; Pras, 2013; Coleman et al., 2015). In this regard, considering that are few published investigations in the literature that analyze the link between brand management and business performance, the main contribution of this empirical research is the analysis and discussion of brand management in the business performance of small business in a developing country, as it is the case of Mexico, just as recommended by Park et al. (2013), Veljkovic and Kalicanin (2016), as well as Dunes and Pras (2017).

2. Method

Brand management and the added value it creates in the business performance is considered in the current literature

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