Brand orientation and brand performance in SMEs: The moderating effects of social media and innovation capabilities

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dc.contributor.author Odoom, R.
dc.contributor.author Mensah, P.
dc.date.accessioned 2019-06-04T11:05:59Z
dc.date.available 2019-06-04T11:05:59Z
dc.date.issued 2018-09
dc.identifier.citation Raphael Odoom, Priscilla Mensah, (2019) "Brand orientation and brand performance in SMEs: The moderating effects of social media and innovation capabilities", Management Research Review, Vol. 42 Issue: 1, pp.155-171, https://doi.org/10.1108/MRR-12-2017-0441 en_US
dc.identifier.other https://doi.org/10.1108/MRR-12-2017-0441
dc.identifier.other Vol. 42 Issue: 1, pp.155-171
dc.identifier.uri http://ugspace.ug.edu.gh/handle/123456789/30490
dc.description.abstract Purpose: This study aims to investigate the moderating effects of innovation capabilities and social media capabilities on the relationship between brand orientation and brand performance among small- and medium-sized enterprises (SMEs). Drawing on the size differential feature from the organizational ecology theory, the paper further tests variations in these conditions across disaggregated SME levels. Design/methodology/approach: The empirical part of the study was carried out with a sample of 484 enterprises in an emerging market context via exploratory and confirmatory factor analyses, along with a moderated hierarchical regression. Findings: Results from the moderated hierarchical regression analysis indicate that although the two capabilities generally offered positive moderating effects across all enterprises, these are conditional and not invariant when disaggregated based on enterprise sizes (small vs medium). Originality/value: The study suggests the need for enterprise owners/managers to identify optimal combinations of enterprise capabilities, based on their sizes, for which their complementarities with brand orientation efforts are more potent. en_US
dc.language.iso en en_US
dc.publisher Management Research Review en_US
dc.subject Innovation en_US
dc.subject Brand orientation en_US
dc.subject Brand performance en_US
dc.subject Social media en_US
dc.subject Complementarity en_US
dc.subject Emerging market en_US
dc.subject SME performance en_US
dc.subject Entrepreneurship and small business management en_US
dc.title Brand orientation and brand performance in SMEs: The moderating effects of social media and innovation capabilities en_US
dc.type Article en_US


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