Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs
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. Keywords
Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs
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. Keywords
Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs
Rienda, Laura (Autor:in) / Ruiz-Fernandez, Lorena (Autor:in) / Carey, Lindsey (Autor:in)
19.02.2021
Rienda , L , Ruiz-Fernandez , L & Carey , L 2021 , ' Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs ' , Journal of Fashion Marketing and Management , vol. 25 , no. 1 , pp. 117-132 . https://doi.org/10.1108/JFMM-03-2020-0035
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
DDC:
690
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