Abstract

MALDONADO-GUZMAN, Gonzalo. Exploring brand management in small Mexican service enterprises. estud.gerenc. [online]. 2019, vol.35, n.152, pp.331-342. ISSN 0123-5923.  https://doi.org/10.18046/-j.estger.2019.152.3176.

Brand management is one of the topics in marketing literature gaining more and more supporters. Researchers and academics are directing their work to demonstrate that proper brand management allows service enterprises to generate a strong brand, which is one of the main objectives of service enterprises. Thus, through a sample of 300 service SMEs, the essential objective of this work is the analysis and discussion of brand management in service SMEs. The results obtained indicate that values, norms, symbols, and behaviors are relevant indicators in the measurement of services’ brand management.

Keywords : brand; brand management; service; service SME.

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