International Journal of Social Science & Economic Research
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Edinah Mandizwidza-Moyo

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Edinah Mandizwidza-Moyo
Limkokwing University of Creative Technology, Faculty of Business & Globalization, P. Bag 0092, Gaborone, Botswana

Mandizwidza-Moyo, Edinah. "THE EFFECT OF OWNER/MANAGER'S PERSONAL CHARACTERISTICS ON SME BRAND DEVELOPMENT IN ZIMBABWE." Int. j. of Social Science and Economic Research, vol. 5, no. 1, Jan. 2020, pp. 74-97, Accessed Jan. 2020.
Mandizwidza-Moyo, E. (2020, January). THE EFFECT OF OWNER/MANAGER'S PERSONAL CHARACTERISTICS ON SME BRAND DEVELOPMENT IN ZIMBABWE. Int. j. of Social Science and Economic Research, 5(1), 74-97. Retrieved from
Mandizwidza-Moyo, Edinah. "THE EFFECT OF OWNER/MANAGER'S PERSONAL CHARACTERISTICS ON SME BRAND DEVELOPMENT IN ZIMBABWE." Int. j. of Social Science and Economic Research 5, no. 1 (January 2020), 74-97. Accessed January, 2020.


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The purpose of this study is to assess the role of owner/manager's personal characteristics in small to medium enterprise brand development. The role of the owner/manager's personal characteristics in brand development has been overlooked and existing literature has failed to properly conceptualize how brand identity in SMEs is developed. The study utilises a survey research design adopting a quantitative research approach on 500 SMEs operating in three cities in Zimbabwe. Data was collected using a self-administered questionnaire which was administered to the owner/managers of the business utilizing purposive sampling technique. The study excluded SMEs operating in the rural areas of Zimbabwe and only targeted owner/managers; thus, reflecting the supply-side of branding in SME. The findings of the research based on a multiple regression analysis indicate that the owner/manager's inherent characteristics affect the brand identity conceptualizations in SMEs particularly ethnic identity, extraversion and creativity. On the contrary, age, educational level, agreeableness and neuroticism have no bearing on SME brand identity. The study contributes to knowledge generation in terms of the role of owner/manager's personal characteristics on SME brand development as extant literature has significantly overlooked the impact of personal characteristics of the owner/manager in the conceptualization of SME branding development. This study contributes to the existing body of knowledge on the conceptualization of brand development in SMEs; any area which has been overlooked by existing literature.