Integration of Marketing Innovation, and Brand Value in enhancing Brand Competitiveness: A study on small and medium-sized enterprises (SMEs) in emerging countries.

Abstract

Small and medium-sized enterprises (SMEs) are functioning in a dynamic corporate environment where SMEs are on the lookout for novel strategies to market the brand and stand outfrom the competition. Gaining competitive advantage has become an important goal for the SMEs and hence has led to brand competitiveness an important factor to focus on. Brand competitiveness would allow for the organization to initiate the right marketing strategies to compete with other competitors in the market. Extant literature studies how brand competitiveness helps in survival for the brands but little is known about how brand value and marketing innovation would impact the brand competitiveness in the customer’s perspective of SMEs in emerging countries. The main objective of the research was to examine the influence of brand value and marketing innovation on the brand competitiveness of SMEs in emerging countries. Descriptive and inferential statistical analysis was used to display the associations of the independent variables within each construct. The quantitative findings from 103 customers were analyzed using Statistical Package for Social Sciences(SPSS) version 21 and AMOS 21 to indicate that brand value and marketing innovation develops brand competitiveness among SMEs in emerging countries. The findings of the study would contribute to the current marketing literature available to be adopted by SMEs to develop customer perception and build brand competitiveness with the use of the right innovative marketing strategies and by improving brand value.