Brand Orientation, Brand Identity and Brand Performance of Small and Medium Enterprises in Ghana

Abstract

This study explores the relationships between brand orientation and the brand performance of SMEs in Ghana. It further looked at the mediating role of brand identity on the relationship between brand orientation and brand identity. Underpinned by the resource-based and the dynamic capability theories, the positivist philosophical paradigm, quantitative research approach, and explanatory research design were adopted for this research work. A structured, pre-tested, self-administered questionnaire was employed. Using a simple random sampling technique, data from 310 SME owners/managers within the Greater Accra region of Ghana was analysed using PLS-SEM. The study reveals no relationship between brand orientation and brand performance among the SMEs surveyed. The study further reveal positive relationship between brand orientation and brand identity; brand identity and brand performance; brand orientation and brand positioning; brand orientation and brand values; brand orientation and brand vision, brand positioning and brand performance; a brand values and brand performance; and brand vision and brand performance of SMEs in Ghana. Brand identity; brand values, and brand vision mediate the relationship between brand orientation and performance. However, brand positioning does not mediate the relationship between brand orientation and brand performance. SMEs should consciously concretize their brand orientation by creating, developing and protecting their brand identity in an ongoing interaction with their customers to harness the full benefit of branding. Owners/Managers of SMEs should consider brand identity by incorporating multiple components.