UPM Institutional Repository

Branding strategies effects in enhancing SMEs performance in Saudi Arabia


Saud, Raed and Abdullah, Abdul Rashid and Abd Rahman, Azmawani and Ali, Mass Hareeza (2020) Branding strategies effects in enhancing SMEs performance in Saudi Arabia. International Journal of Psychosocial Rehabilitation, 24 (3). 729 - 741. ISSN 1475-7192


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 role of loyalty to enhance firm’s performance. This study includes theoretical model to describe relationships in presentable way. In this study, Discussion also being provided to explore relationships further and limitations of study also provided. Future directions also provided for future studies to consider in another services context.

Download File

[img] Text (Abstract)

Download (96kB)

Additional Metadata

Item Type: Article
Divisions: Faculty of Economics and Management
DOI Number: https://doi.org/10.37200/IJPR/V24I3/PR200828
Publisher: Hampstead Psychological Associates
Keywords: Brand image; Brand experience; Brand loyalty; SME performance; Saudi Arabia
Depositing User: Ms. Nuraida Ibrahim
Date Deposited: 24 May 2022 04:21
Last Modified: 24 May 2022 04:21
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.37200/IJPR/V24I3/PR200828
URI: http://psasir.upm.edu.my/id/eprint/88058
Statistic Details: View Download Statistic

Actions (login required)

View Item View Item