British Academy of Management Conference- BAM2019, Birmingham, United Kingdom, 3 - 05 September 2019, pp.1-18
Small and medium sized enterprises (SMEs) represent the fundamental majority of world`s economy. They are backbones for economy and corporate branding can be a new way for SMEs to differentiate themselves from their competitors while improving customer satisfaction and loyalty by creating values for them. However, existing corporate branding studies are focus on more on multinational/big companies, yet corporate brand should be applied to all type of sizes and corporate brand building process in SME context needs to be clarified explicitly. The aim of this study is to explore corporate brand building process in SME context and identify the antecedents and its consequences on its performance. The practical contribution of this study and its managerial implications are helping SMEs to understand corporate brand building process and implement as a corporate long-term strategy to have competitive advantage and to enhance their performance. In order to achieve the goal of this research, qualitative approach was adopted. Semi-structure in-depth interviews were applied to fifteen SME owner-managers to gain deeper understanding on the content.