The interplay between SME owner-managers and the brand-as-a-person

Edgar Centeno, Jesús Cambra Fierro, Rosario Vázquez‐Carrasco, Susan Hart, Keith Dinnie

    Research output: Contribution to journalArticlepeer-review

    5 Citations (Scopus)
    119 Downloads (Pure)


    Purpose: The purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by examining its potential relation with the SME owner-manager, the pathways to its creation and development and the intuitive nature of this relationship.

    Design/methodology/approach: A grounded theory approach was used, and data were collected through a set of 36 semi-structured interviews with 30 SME owner-managers in various sectors in Mexico.

    Findings: The results indicate that SME owner-managers intuitively humanise their brands. The study revealed four pathways to develop the brand-as-a-person metaphor in the SME context: through personality traits, tastes and preferences, abilities and knowledge and values, all suggesting that SMEs’ brand-as-a-person metaphors are largely an extension of their owner-managers.

    Research limitations/implications: The paper presents a theoretical framework that illustrates the four pathways to the creation and development of brand-as-a-person that are derived from the brand’s relationship with the SME owner-manager. The results of cross-industry semi-structured interviews are limited to a single culture context.

    Practical implications: SME owner-managers should first undertake an introspective personal assessment of their intuitive and conscious decision-making, as SME owner-managers often make decisions in an intuitive way. The results suggest that they should act in a more conscious, responsible and rational way when formulating their brand strategies.

    Originality/value: This is the first study to clarify the profound influence of SME owner-managers’ personal characteristics, including personality traits, tastes and preferences, abilities and knowledge and values, on the brand-as-a-person metaphor. This study also confirms the intuitive learning strategy formulation of SME owner-managers’ branding practices and SMEs’ need for a more rational approach to branding.

    Original languageEnglish
    Pages (from-to)555-572
    Number of pages18
    JournalJournal of Product and Brand Management
    Issue number4
    Early online date19 Jun 2019
    Publication statusPublished - 15 Jul 2019


    • Brand personality
    • SMEs

    ASJC Scopus subject areas

    • Strategy and Management
    • Management of Technology and Innovation


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