Academic Journal
How small businesses build their brands in a digital world: a systematic review.
| Τίτλος: | How small businesses build their brands in a digital world: a systematic review. |
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| Συγγραφείς: | Fluhrer, Peter, Brahm, Taiga |
| Πηγή: | Review of Managerial Science; Jun2026, Vol. 20 Issue 6, p1965-2000, 36p |
| Περίληψη: | Branding is of strategic importance for the competitive advantage of small- and medium-sized enterprises (SMEs) as a strong brand attracts customers, investors and talent. Accordingly, the literature on SME branding has increased in recent years, and various studies have demonstrated its impact on sales and the financial performance of SMEs. However, an in-depth analysis of the branding process and contribution of digital technologies and channels has not yet been carried out systematically. In this study, we close this research gap by conducting a systematic literature review of empirical studies published between 2012 and 2023. Based on a conceptual framework, we identified and synthesised 63 studies along four core elements of the branding process: brand orientation, brand identity, brand marketing, and brand performance. In doing so, we not only contribute an overview of the current state of research in this emerging field, but we also provide a deeper understanding of how SMEs can build a strong brand in a digital world. This study provides a solid foundation for future research and includes practical implications for SME entrepreneurs and managers. [ABSTRACT FROM AUTHOR] |
| Copyright of Review of Managerial Science is the property of Springer Nature and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Βάση Δεδομένων: | Complementary Index |
| FullText | Text: Availability: 0 |
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| Header | DbId: edb DbLabel: Complementary Index An: 193563787 RelevancyScore: 1061 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 1060.76538085938 |
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| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edb&AN=193563787 |
| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1007/s11846-025-00931-9 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 36 StartPage: 1965 Titles: – TitleFull: How small businesses build their brands in a digital world: a systematic review. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Fluhrer, Peter – PersonEntity: Name: NameFull: Brahm, Taiga IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 06 Text: Jun2026 Type: published Y: 2026 Identifiers: – Type: issn-print Value: 18636683 Numbering: – Type: volume Value: 20 – Type: issue Value: 6 Titles: – TitleFull: Review of Managerial Science Type: main |
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