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Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs

Laura Rienda (University of Alicante, Alicante, Spain)
Lorena Ruiz-Fernández (University of Alicante, Alicante, Spain)
Lindsey Carey (Glasgow Caledonian University, Glasgow, UK)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 4 July 2020

Issue publication date: 19 February 2021

3065

Abstract

Purpose

This research investigates the role that having a trademark and a social media presence play in the development of international activities as well as their influence on performance for small and medium-sized enterprises (SMEs) operating within the fashion sector of the United Kingdom and Ireland.

Design/methodology/approach

Quantitative analysis was carried out by integrating information from several data sources. The hypotheses proposed in the authors’ research model are tested on a sample of 102 SMEs, applying bivariate analysis and variance-based structural equation modelling (partial least squares).

Findings

Based on the authors’ empirical evidence, the fashion SMEs could improve their performance through two important marketing tools: registered trademark and social media. On the one hand, SMEs with a registered trademark are more present in the international markets, and it also implies higher performance. On the other hand, there is no significant relationship between SMEs with social media and a presence in international markets.

Originality/value

The aim of this paper is to investigate the effect of trademark and social media participation on firms which varies depending on what managers of fashion-related SME companies want to prioritize. Hence, these two marketing tools could be useful for managers to decide on what resources to invest, to register a trademark or to be present in social media, subject to their firms' strategy and objectives.

Keywords

Citation

Rienda, L., Ruiz-Fernández, L. and Carey, L. (2021), "Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs", Journal of Fashion Marketing and Management, Vol. 25 No. 1, pp. 117-132. https://doi.org/10.1108/JFMM-03-2020-0035

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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