publication . Article . Other literature type . 2019

The interplay between SME owner-managers and the brand-as-a-person

Centeno, Edgar; Cambra-Fierro, Jesus; Vazquez-Carrasco, Rosario; Hart, Susan J.; Dinnie, Keith;
Open Access
  • Published: 15 Jul 2019 Journal: Journal of Product & Brand Management, volume 28, pages 555-572 (issn: 1061-0421, Copyright policy)
  • Publisher: Emerald
Abstract
<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>The purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by examining its potential relation with the SME owner-manager, the pathways to its creation and development and the intuitive nature of this relationship.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>A grounded theory approach was used, and data were collected through a set of 36 semi-structured interviews with 30 SME owner-managers i...
Subjects
free text keywords: Management of Technology and Innovation, Strategy and Management, Big Five personality traits, Originality, media_common.quotation_subject, media_common, Business, Metaphor, Grounded theory, Marketing, Introspection
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publication . Article . Other literature type . 2019

The interplay between SME owner-managers and the brand-as-a-person

Centeno, Edgar; Cambra-Fierro, Jesus; Vazquez-Carrasco, Rosario; Hart, Susan J.; Dinnie, Keith;