Brand Orientation and Performance Synergies in Indian MSMEs - A SEM Exploration

This study examines the MSME (micro, small, and medium enterprise) sector in India to determine the correlation between brand orientation, brand performance, and company performance, focusing on MSMEs in four major cities of Gujarat. While these findings provide significant insights into the MSME sector, the geographic limitation suggests a need for further research to generalize the results. Additionally, future research should explore external factors, such as market dynamics and competitive pressures that may influence brand orientation and performance synergies. Design/Methodology/Approach: This research used structural equation modeling (SEM) to examine the correlations among variables, drawing on a sample size of 690 businesses. This study analyzes the brand orientation of micro, small, and medium-sized enterprise (MSME) owners and managers in four major Gujarati cities: Surat, Vadodara, Ahmedabad, and Rajkot. To guarantee a strong response rate, the data gathering process used electronic channels and personalized methods. Findings: A brand-centric attitude is critical to an organization's success, as the research found a substantial and statistically significant positive association between brand orientation and brand performance. The research also reveals a strong positive correlation between brand success and company performance. Antecedents such as organizational resource, organizational structure, and organizational culture foster brand orientation within MSMEs. Limitations/Implications: While the study provides valuable insights into MSMEs in Gujarat, the geographic limitation to four major cities in Gujarat (Surat, Vadodara, Ahmedabad, and Rajkot) restricts the broader applicability of the findings. A more diverse sample, including MSMEs from different regions across India or other countries, would help generalize the results and provide a more comprehensive understanding of brand orientation and performance synergies in MSMEs. Conclusion: Emphasize the value of exploring further external factors such as market conditions and expanding the research to other regions. Originality/Value: This study provides important insights for both academics and practitioners in the Indian business environment by pioneering the analysis of the underexplored relationship between brand orientation, brand performance, and company success within the MSME sector in India.”