The Effects of Brand orientation on Mexican SMEs Business Performance

Abstract

Abstract Brand orientation is a relatively recent construct in marketing literature, and is considered by various researchers, academics, and professionals in the field of marketing as one of the business strategies that have the greatest significant positive effects on business performance. Furthermore, brand orientation has been analyzed in the few studies published in literature as a general construct and has not been analyzed and discussed in a disaggregated manner, that is, the effects of each of the constructs have not been analyzed and discussed. factors at the level of business performance. Therefore, using a sample of 300 small companies, the essential objective of this empirical study is the analysis and discussion of the effects of brand orientation on the level of business performance of small companies. The results obtained show that values, norms, artifacts, and behavior have significant positive effects on the level of business performance of small businesses. JEL classification numbers: M31. Keywords: Brand orientation, Brands, Business performance, Small firms.