nep-mkt New Economics Papers
on Marketing
Issue of 2021‒04‒05
two papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Influence of Marketing Strategies on the Performance of SMEs: Evidence from Abuja SMEs By Amin, Hindu Jibril
  2. Cognitive or Affective? A Dual Perspective of Consumer-Brand Relationship in Brand Activism By Samia Moumade; Aurélie Hemonnet-Goujot; Pierre Valette-Florence

  1. By: Amin, Hindu Jibril
    Abstract: Marketing strategy has been an operational focus and a method for achieving an all-inclusive business success. The aim of this scholarly work was to determine the influence of marketing strategies on the performance of SMEs in Abuja. Specifically, the objectives selected to achieve the aim of the study were to examine the influence of promotion marketing strategy on the business performance, assess the impact of price marketing strategy on the business performance of SMEs, determine the influence of place marketing strategy on business performance of SMEs, evaluate the effect of product marketing strategy on the business performance of SMEs in Abuja. Sample size of 339 was drawn from a population of 2825 which comprised of all the SMEs in Abuja registered by SMEDAN. Regression analysis was used and results presented in tables and figures. The findings obtained revealed that the most adopted marketing strategy was product strategy which contributed the most to the model. There was a positive relationship between the study variables,( promotion, pricing, place and product strategies), implying that the application of marketing strategies positively influenced SME performance in Abuja. The research concluded that the performance of SMEs in Abuja was positively influenced by marketing strategies. Recommendations were made which stated that SMEs should produce quality products, charge equitable price, position suitably, and promote extensively to the final consumers.
    Date: 2021–03–25
  2. By: Samia Moumade (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon); Aurélie Hemonnet-Goujot (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon); Pierre Valette-Florence (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes)
    Abstract: While research dedicated to brand activism (BA) is growing, we still do not know how consumers perceive BA and how it influences their relationships with brands. This exploratory research aims at understanding the perception and reactions of consumers towards BA campaigns through a dual perspective-cognitive and affective. First, it contributes to better delineate the construct of BA from closely related constructs. Second, based on an AOL projective technique on two BA campaigns, this study reveals the potential role of psychological distance in consumer's perception of the brand's efforts in supporting a cause. From an affective viewpoint, brands gain legitimacy through BA, however, consumers could have potential feelings of scepticism towards inconsistent BA campaigns. From a cognitive perspective, this study displays dual incentives (collective and individual) for brands to adopt BA as a strategy, and the likely role of BA as a starting point for political changes.
    Keywords: Brand Activism,Consumer-Brand Relationship,Brand Relationship Quality Product and Brand Management
    Date: 2021–05–26

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