• Chetan Srivastava
• Rohit Kumar Abhimalla

Purpose – The purpose of this study is to integrate the literature available in the area of branding in small and medium enterprises and to explore the role of different variables involved in Brand orientation and brand performance. Design/methodology/approach – An extensive review of literature is done in the area of branding in SMEs and a conceptual framework is proposed. Originality/value – This paper contributes to the theory by integrating the existing literature pertaining to focussed area.

SME Branding, Corporate branding in SMEs

"Moderators in Brand Orientation brand performance relationship in SMEs- A conceptual framework", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.1019-1023, June-2019, Available :http://www.jetir.org/papers/JETIR1906721.pdf

"Moderators in Brand Orientation brand performance relationship in SMEs- A conceptual framework", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp1019-1023, June-2019, Available at : http://www.jetir.org/papers/JETIR1906721.pdf