Date of Conferral
2023
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Uche Gregory
Abstract
Non-implementation of branding strategies can hinder small and medium enterprises’ (SMEs) financial success and business performance. Owners of SMEs who implement appropriate branding strategies can remain solvent beyond the first 5 years of operation. Grounded in the customer-based brand equity model, this qualitative multiple case study explored the branding strategies owners of SMEs use to survive beyond the first 5 years of operation. The participants were six owners of SMEs from three SMEs located in Nigeria’s southern region who have successfully used branding strategies to survive beyond the first 5 years of operation. Sources for data collection were semistructured interviews with six SME owners, company archival documents, annual reports, and field project reports. Thematic analysis was used to analyze the data. Four themes emerged: internet and social media, advertisement and service excellence, word of mouth and referrals, and company identity and personal value. A key recommendation is for owners of SMEs to utilize the internet and social media by attending appropriate training programs that can equip them with the adequate skills, knowledge, experience, and competence to identify the appropriate branding strategies for survival. The implications for positive social change include the potential for owners of SMEs to create job opportunities, provide social amenities and welfare, and support the economic development of the rural communities.
Recommended Citation
Ugwuoke, Johnson Chibuzor, "Branding Strategies for Owners of Small and Medium-Sized Enterprises" (2023). Walden Dissertations and Doctoral Studies. 14787.
https://scholarworks.waldenu.edu/dissertations/14787
