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

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Título: Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs
Autor/es: Rienda, Laura | Ruiz-Fernández, Lorena | Carey, Lindsey
Grupo/s de investigación o GITE: Dirección Estratégica, Conocimiento e Innovación en una Economía Global (DECI-GLOBAL)
Centro, Departamento o Servicio: Universidad de Alicante. Departamento de Organización de Empresas
Palabras clave: SMEs | Fashion industry | Trademark | Social media | Performance | International business
Área/s de conocimiento: Organización de Empresas
Fecha de publicación: 4-jul-2020
Editor: Emerald
Cita bibliográfica: Journal of Fashion Marketing and Management. 2020, 25(1): 117-132. https://doi.org/10.1108/JFMM-03-2020-0035
Resumen: 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.
URI: http://hdl.handle.net/10045/113210
ISSN: 1361-2026 (Print) | 1758-7433 (Online)
DOI: 10.1108/JFMM-03-2020-0035
Idioma: eng
Tipo: info:eu-repo/semantics/article
Derechos: © Emerald Publishing Limited
Revisión científica: si
Versión del editor: https://doi.org/10.1108/JFMM-03-2020-0035
Aparece en las colecciones:INV - DECI-GLOBAL - Artículos de Revistas

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