Branding strategies effects in enhancing SMEs performance in Saudi Arabia

• Main Authors: Saud, Raed, Abdullah, Abdul Rashid, Abd Rahman, Azmawani, Ali, Mass Hareeza
• Format: Article
• Language: English
• Published: Hampstead Psychological Associates 2020
• Online Access: http://psasir.upm.edu.my/id/eprint/88058/1/ABSTRACT.pdf; http://psasir.upm.edu.my/id/eprint/88058/; https://www.psychosocial.com/article/PR200828/11014/

The purpose of this study is to investigate the relationship of brand experience and brand image to SMEs performance through mediation of brand loyalty. The study is conceptualized in context of Saudi Arabia. The study highlights the factors which compels customers to show loyalty towards SMEs and r...