E-brand management in Indian SMEs : a strategic perspective

Nambiar, D 2019, E-brand management in Indian SMEs : a strategic perspective , MPhil thesis, University of Salford.

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Abstract

The intense competitive environment combined with discerning consumers and varied attention span persuades brands to be outstanding and distinct. A strong brand develops an emotional connect amongst organisations and customers by generating substantial value, so it is imperative that strong brands integrate digitalisation into their strategy. The digitalisation adopts the combination of electronic branding and online marketing to develop a brand over wide range of digital venues consisting of internet-based applications and online media content. The research explores electronic brand (E-brand) management in the context of Small and Medium Enterprises (SMEs). The literatures in the domains of SME branding and Ebranding from a strategic perspective are under investigated areas, with a focus of extant literature being devoted to studies from the customer perspective. Hence this study reports an exploratory study which enables a consideration of wider perspectives on E- branding. The study argues that SME branding activities are influenced by owner-managers, resource constraints, and online networking. The research considers conceptualisations on E- branding from the perspectives of owners/managers, including the success components and the challenges faced by the SMEs in managing E- brands. Drawing upon the interpretivist research tradition, the study adopts interview with the OwnerManager of ten SMEs in the Hospitality sector located in Kerala; a coastal state in southern India. The study contributes to academic knowledge and practice, most significantly in the development of E-brands for SMEs. The research not only adds to the scant research in the domains of branding and E-branding in SMEs but indicates possibilities for further research and future of E- brands in the SMEs.

Item Type: Thesis (MPhil)
Schools: Schools > Salford Business School
Depositing User: Divya Mavila Chathoth
Date Deposited: 12 Feb 2020 13:36
Last Modified: 12 Feb 2020 13:43
URI: http://usir.salford.ac.uk/id/eprint/56073

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