Brand Equity and Business Performance in Family and Non-Family Mexican Small Business

Abstract

Brand equity is a topic that has been analyzed and discussed recently by scholars and researchers in the field of marketing. It is also considered as one of the most successful business strategies which allows enterprises, especially small ones, not only to survive in a highly globalized and competitive market bust also to attain a significant increase in their level of business performance. Moreover, the equity of the brand has commonly been studied from the perspective of big enterprises so there are few investigations focused in the analysis of these variables in small companies. This is why the objective of this empirical research is the analysis and discussion of the effects of equity of brand in business performance in small enterprises from a country with an emerging economy, as it is the case of Mexico. The results obtained show that equity brand in products and services of small enterprises have a positive, significant effect in the level of business performance.