The use of communication activities in the development of small to medium‐sized enterprise brands

Abstract

Purpose

This paper aims to investigate how small to medium‐sized enterprises (SMEs) use particular brand communication activities to develop their brands.

Design/methodology/approach

As a means to build some understanding about this phenomenon, a “contemporary marketing practices” perspective was used as a theoretical framework to 30 holistic case studies in Mexico. Semi‐structured interviews were carried out with brand owner/managers.

Findings

Findings suggest four categories of brand communication activities based on interactional, transactional, and e‐marketing approaches, including “close and personal”, “mass‐personalisation”, “mass”, and “e‐communication” activities.

Research limitations/implications

Many more activities were found in interactional marketing as it appeared to be more suited to SMEs and context. Future research may address key activities for further investigation such as word‐of‐mouth as a key role in SME brand communication.

Practical implications

This study confirms the key participatory role of the brand owner with regard to brand communication activities.

Originality/value

This is one of the first articles that attempts to explain how SME brands use marketing communication tools to interact with their stakeholders for brand development.

Citation

Centeno, E. and Hart, S. (2012), "The use of communication activities in the development of small to medium‐sized enterprise brands", Marketing Intelligence & Planning, Vol. 30 No. 2, pp. 250-265. https://doi.org/10.1108/02634501211212000