Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs
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Campo DC | Valor | Idioma |
---|---|---|
dc.contributor | Dirección Estratégica, Conocimiento e Innovación en una Economía Global (DECI-GLOBAL) | es_ES |
dc.contributor.author | Rienda, Laura | - |
dc.contributor.author | Ruiz-Fernández, Lorena | - |
dc.contributor.author | Carey, Lindsey | - |
dc.contributor.other | Universidad de Alicante. Departamento de Organización de Empresas | es_ES |
dc.date.accessioned | 2021-02-24T09:29:28Z | - |
dc.date.available | 2021-02-24T09:29:28Z | - |
dc.date.issued | 2020-07-04 | - |
dc.identifier.citation | Journal of Fashion Marketing and Management. 2020, 25(1): 117-132. https://doi.org/10.1108/JFMM-03-2020-0035 | es_ES |
dc.identifier.issn | 1361-2026 (Print) | - |
dc.identifier.issn | 1758-7433 (Online) | - |
dc.identifier.uri | http://hdl.handle.net/10045/113210 | - |
dc.description.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. | es_ES |
dc.language | eng | es_ES |
dc.publisher | Emerald | es_ES |
dc.rights | © Emerald Publishing Limited | es_ES |
dc.subject | SMEs | es_ES |
dc.subject | Fashion industry | es_ES |
dc.subject | Trademark | es_ES |
dc.subject | Social media | es_ES |
dc.subject | Performance | es_ES |
dc.subject | International business | es_ES |
dc.subject.other | Organización de Empresas | es_ES |
dc.title | Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs | es_ES |
dc.type | info:eu-repo/semantics/article | es_ES |
dc.peerreviewed | si | es_ES |
dc.identifier.doi | 10.1108/JFMM-03-2020-0035 | - |
dc.relation.publisherversion | https://doi.org/10.1108/JFMM-03-2020-0035 | es_ES |
dc.rights.accessRights | info:eu-repo/semantics/openAccess | es_ES |
Aparece en las colecciones: | INV - DECI-GLOBAL - Artículos de Revistas |
Archivos en este ítem:
Archivo | Descripción | Tamaño | Formato | |
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Rienda_etal_2020_JFMM_final.pdf | Versión final (acceso restringido) | 195,45 kB | Adobe PDF | Abrir Solicitar una copia |
Rienda_etal_2020_JFMM_revised.pdf | Versión revisada (acceso abierto) | 1,55 MB | Adobe PDF | Abrir Vista previa |
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