An exploration of entrepreneur brand orientation and consumer perceptions of SMEs’ brand positioning
Small business branding is a relatively nascent field of research, and incontrovertible evidence exists that little information on the subject has come from developing regions like Africa. Informed by the knowledge gap, this study explored entrepreneur brand orientation and consumers’ perceptions o...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1520 |
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