Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs

Laura Rienda, Lorena Ruiz-Fernandez, Lindsey Carey

Research output: Contribution to journalArticlepeer-review

9 Citations (Scopus)
1167 Downloads (Pure)


This research investigates the role that having a trademark and a social media presence play in the development of international activities as well as their influence on performance for small and medium-sized enterprises (SMEs) operating within the fashion sector of the United Kingdom and Ireland.

Quantitative analysis was carried out by integrating information from several data sources. The hypotheses proposed in the authors’ research model are tested on a sample of 102 SMEs, applying bivariate analysis and variance-based structural equation modelling (partial least squares).

Based on the authors’ empirical evidence, the fashion SMEs could improve their performance through two important marketing tools: registered trademark and social media. On the one hand, SMEs with a registered trademark are more present in the international markets, and it also implies higher performance. On the other hand, there is no significant relationship between SMEs with social media and a presence in international markets.

The aim of this paper is to investigate the effect of trademark and social media participation on firms which varies depending on what managers of fashion-related SME companies want to prioritize. Hence, these two marketing tools could be useful for managers to decide on what resources to invest, to register a trademark or to be present in social media, subject to their firms' strategy and objectives.

Original languageEnglish
Pages (from-to)117-132
Number of pages16
JournalJournal of Fashion Marketing and Management
Issue number1
Early online date4 Jul 2020
Publication statusPublished - 19 Feb 2021


  • SMEs, fashion industry, trademark, social media, performance, international business

ASJC Scopus subject areas

  • Marketing
  • Business and International Management


Dive into the research topics of 'Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs'. Together they form a unique fingerprint.

Cite this