Brand Management in Small and Medium Enterprise: Evidence from Dubai, UAE

Global Journal of Business Research, Vol. 8 (1) pp. 27-38, 2014

12 Pages Posted: 2 Feb 2014

See all articles by Raghava Rao Gundala

Raghava Rao Gundala

Arthur Lok Jack Graduate School of Business

Hanin Khawaja

Government of the United Arab Emirates (UAE) - Dubai, UAE

Date Written: 2014

Abstract

The study aims to explore the owner-managers’ attitudes and opinions towards branding and brand management in small and medium enterprises across Dubai, UAE. The study also explores the causes that are acting as barriers to brand building. The data collected is through questionnaires from a sample of 62 respondents and interviews with Small and Medium Enterprises owners-managers. The research found that many Small and Medium Enterprises do not practice branding strategies and most of the respondents believe that incorporating branding strategies is insignificant for the success of Small and Medium Enterprises (SME).

Keywords: Small and Medium Enterprises (SMEs), UAE, Marketing, Branding, Strategies

JEL Classification: M31

Suggested Citation

Gundala, Raghava Rao and Khawaja, Hanin, Brand Management in Small and Medium Enterprise: Evidence from Dubai, UAE (2014). Global Journal of Business Research, Vol. 8 (1) pp. 27-38, 2014, Available at SSRN: https://ssrn.com/abstract=2323011

Raghava Rao Gundala (Contact Author)

Arthur Lok Jack Graduate School of Business ( email )

Hanin Khawaja

Government of the United Arab Emirates (UAE) - Dubai, UAE ( email )

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