Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs
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http://hdl.handle.net/10045/113210
Title: | Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs |
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Authors: | Rienda, Laura | Ruiz-Fernández, Lorena | Carey, Lindsey |
Research Group/s: | Dirección Estratégica, Conocimiento e Innovación en una Economía Global (DECI-GLOBAL) |
Center, Department or Service: | Universidad de Alicante. Departamento de Organización de Empresas |
Keywords: | SMEs | Fashion industry | Trademark | Social media | Performance | International business |
Knowledge Area: | Organización de Empresas |
Issue Date: | 4-Jul-2020 |
Publisher: | Emerald |
Citation: | Journal of Fashion Marketing and Management. 2020, 25(1): 117-132. https://doi.org/10.1108/JFMM-03-2020-0035 |
Abstract: | 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 |
Language: | eng |
Type: | info:eu-repo/semantics/article |
Rights: | © Emerald Publishing Limited |
Peer Review: | si |
Publisher version: | https://doi.org/10.1108/JFMM-03-2020-0035 |
Appears in Collections: | INV - DECI-GLOBAL - Artículos de Revistas |
Files in This Item:
File | Description | Size | Format | |
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Rienda_etal_2020_JFMM_final.pdf | Versión final (acceso restringido) | 195,45 kB | Adobe PDF | Open Request a copy |
Rienda_etal_2020_JFMM_revised.pdf | Versión revisada (acceso abierto) | 1,55 MB | Adobe PDF | Open Preview |
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