The interplay between SME owner-managers and the brand as a person
(2019)
Journal Article
Centeno, E., Cambra, F., Vazquez, C., Hart, S., & Dinnie, K. (2019). The interplay between SME owner-managers and the brand as a person. Journal of Product and Brand Management, 28(4), https://doi.org/10.1108/jpbm-10-2017-1645
Purpose: The purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by examining its potential relation with the SME owner-manager, the pathways t... Read More about The interplay between SME owner-managers and the brand as a person.