{
    "journal": {
        "title": "Journal of Business and Retail Management Research",
        "acronym": "JBRMR",
        "issn_print": "",
        "issn_online": "2056-6271",
        "doi_prefix": "https://doi.org/10.24052/JBRMR/"
    },
    "article": {
        "id": 486,
        "title": "“How brand personality can assist in achieving the sustainable development goals (SDGs) for small and medium-sized enterprises (SMEs) in developing countries”",
        "abstract": "Small and medium-sized enterprises (SMEs) play a crucial role in a nation’s economy, particularly in developing countries. Brand personality has been studied extensively in the literature and adopted almost exclusively by major global brands of large corporations in developed countries. A well-established brand personality allows firms to gain a sustainable competitive advantage. However, brand personality is not widely used across SME product categories, partially because investment in brand personality requires a long-term commitment. Drawing upon anthropomorphization theory and customer-brand relationship theory, this paper proposes two major ways that brand personality plays a key role in fulfilling the SDGs, including 1) building customer-brand relationships and 2) developing competitive advantage for SMEs in developing countries. Implications for future research and managerial practice are provided.",
        "keywords": [
            "Brand Personality",
            "Customer-Brand Relationship",
            "Competitive Advantage",
            "Small and Medium-Sized Enterprises (SMEs)",
            "Sustainable Development Goals (SDGs)"
        ],
        "doi": "",
        "url": "https://mail.ijhem.com/details&cid=486",
        "pdf_url": "https://mail.ijhem.com/cdn/article_file/2019-05-27-14-37-26-PM.pdf",
        "volume": "Volume 13",
        "issue": "Special Edition",
        "issue_id": 41,
        "issue_published_month": "2019-05-01",
        "published_date": "2019-05-27",
        "online_first_status": "no",
        "online_first_date": "",
        "history": {
            "received": "",
            "revised": "",
            "accepted": ""
        },
        "declarations": {
            "funding": "",
            "conflict_of_interest": "",
            "data_availability": "",
            "author_contributions": ""
        },
        "notice": {
            "type": "none",
            "text": ""
        },
        "metrics": {
            "views": 528644,
            "downloads": 97,
            "citations": 5
        },
        "authors": [
            {
                "name": "Piyaporn Auemsuvarn",
                "organization": "NIDA Business School, National Institute of Development Administration, Bangkok, Thailand",
                "country": ""
            }
        ],
        "supplementary_materials": []
    }
}