Brand Building in Mexican Small Business: Empirical Evidence

  •  Raymundo Juárez-Del Toro    
  •  Víctor Manuel Molina-Morejón    
  •  Gonzalo Maldonado-Guzmán    


Brand building is a relatively recent construct in marketing literature and is considered one of the essential factors in small and medium-sized businesses (SMEs), which improves business results and best SMEs market performance. Furthermore, the few studies published on brand building have mostly focused on large companies, and only a few studies have focused on SMEs. Therefore, using a sample of 300 small companies and applying a questionnaire to SMEs managers during February to April 2020, and using a structural equation model, the objective of this empirical study is, in one hand, the analysis of the effects of brand building on SMEs and, on other hand, offer a guide so that SMEs in Mexico can start building their brand. The results obtained show that goals and benefits, resources, internal cooperation, and external cooperation have significant positive effects on the construction of the brand of SMEs.

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