References
Abrokwah-Larbi, K. (2024). The impact of customer-focus on the performance of business organizations: evidence from SMEs in an emerging West African economy. African Journal of Economic and Management Studies, 15(1), 31-59. Anetoh, J. C., Anetoh, V. C., Okeke, G. N., Okeke-Ezeanyanwu, J. A., & Obiezekwem, C. J. (2020). Entrepreneurial marketing and performance of chemical manufacturing firms in Nigeria. British Journal of Management and Marketing Studies, 3(3), 67–84. Anetoh, J. C., Okafor, C. A., Obiezekwem, C. J., & Okeke, L. N. (2022). Influence of entrepreneurial marketing dimensions on sustainability of plastic manufacturing firms in Anambra state of Nigeria. African Journal of Business and Economic Development| ISSN, 2782, 7658. Anoke, A. F., Nzewi, H. N., Eze, S. U., & Igwebuike, J. (2022). Entrepreneurial marketing and SMEs growth in post COVID-19 era in Awka, Anambra State, Nigeria. International Journal of Financial, Accounting, and Management, 4(2), 115–127. Beyene, G. (2021). The Effect of Customer Based Brand Equity on Customer Retention in the Case of BGI Ethiopia (Doctoral dissertation, ST. MARY’S UNIVERSITY). Chokpitakkul, N., & Anantachart, S. (2020). Developing and validating a scale of consumer- based brand equity for SMEs: evidence from Thailand. Journal of small business and enterprise development, 27(3), 383-404. Edenkwo, C., & Anukam, A. I. (2024). Entrepreneurial marketing capabilities and venture wellbeing of palm oil producing SMes in Imo state. BW Academic Journal, 21-21. Gontur, S., Dyikuk, D., Mangkut, Z., & Wetben, L. Y. (2025). A Pilot Study on Entrepreneurial Marketing, Marketing Capability, and Performance of Family Businesses in Nigeria: The Role of Competitive Intensity. International Journal of Management and Human Science (IJMHS), 9(1), 51-65. Gorgani, M. R. N. (2016). The impact of social network media on brand equity in SMEs. European Journal of Sustainable Development, 5(3), 239-239. Gupta, S. K., Nagar, N., Srivastava, S., Somvanshi, P., & Akimova, L. (2024). An Application of Structure Equation Modelling in Determinants of Customer-Based Brand Equity (CBBE) in the Banking Area. In Intelligent Systems, Business, and Innovation Research (pp. 399-411). Cham: Springer Nature Switzerland. Hacioglu, G., Eren, S. S., Eren, M. S., & Celikkan, H. (2012). The effect of entrepreneurial marketing on firms’ innovative performance in Turkish SMEs. Procedia-Social and Behavioral Sciences, 58, 871-878. Hampf, A., & Lindberg-Repo, K. (2011). Branding: The past, present, and future: A study of the evolution and future of branding. Hanken School of Economics. Istrefi, A., Zeqiri, J., Hasani, V. V., & Komodromos, M. (2025). The role of entrepreneurial marketing and digital transformation on women's entrepreneurial intentions in Kosovo. International Journal of Technology Enhanced Learning, 17(2), 174-196. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22. Mbum, P. A., & Ndubuisi, I. G. (2025). Effect of Digital Marketing Innovation on Startup Brand Awareness in Urban Areas in Cross River State, Nigeria. Journal of Public Administration, Policy and Governance Research, 3(3), 75-90. Meshack, A., Nworie, G. O. & Orji, M. G. (2022). Poverty Reduction in Awka Metropolis: The Role of Entrepreneurship Productivity. Economit Journal: Scientific Journal of Accountancy, Management and Finance, 2(3), 244-262. DOI: 10.33258/economit.v2i3.794 Muojekwu, H. O., Ochuka, C. E., & Nworie, G. O. (2025). Value Creation in Nigerian Listed Consumer Goods Firms through Entrepreneurial Cash Management. Quantitative Economics and Management Studies, 6(3). https://doi.org/10.35877/454RI.qems4059 Nwekeala, B. B. (2023). Entrepreneurial marketing capabilities and venture wellbeing of rural women palm oil producers In Etche Lga, Rivers State. BW Academic Journal, 24-24. Nworie, G. O., & Odah, U. (2024). Social media role in shaping the reading culture of undergraduate accounting students in Nigeria. International Journal of Academic Management Science Research (IJAMSR), 8(7), 363-373. https://www.ijeais.org/ijamsr/ijamsr.v8n7.2 Nworie, G. O., Okafor, T. G., Igwebuike, C. C. & Onyali, C. I. (2023). Utilizing Cost-Volume- Profit Analysis for Informed Decision Making in Small Business Management. Central Asian Journal of Innovations on Tourism Management and Finance, 4(2), 102-115. https://cajitmf.centralasianstudies.org/index.php/CAJITMF/article/view/429/451 Okoro, S. N. A. (2023). Factors Influencing Brand Equity and Consumer Preferences for Bread Products in Anambra State. European Journal of Business Startups and Open Society| ISSN, 2795(9228), 121. Onuorah, I. M., Onwuziligbo, C. C., & Jonas, U. M. (2024). The Dynamics of the Awka, Anambra State’s Shopping and Market Architecture: thecase of Awka’s innovative High-Rise shopping malls, a new Trend. NIA Anambra State Chapter Journal of Architecture and Environment, 1(1), 9-30. Stephen, O. U., Ireneus, N., & Moses, O. C. (2019). Entrepreneurial marketing practices and competitive advantage of small and medium size enterprises in Nigeria. European Journal of Business and Innovation Research, 7(3), 1-30. Uchena, A. C., Audu, S. J., Nneka, O. M., & Chinwe, O. V. (2021). Entrepreneurial Marketing Practices and Performance of Small and Medium Scale Enterprises in Nigeria. Journal of International Relations Security and Economic Studies, 1(2), 46-59. Wijekoon, S. P. (2022). Creating brand awareness and brand image in new ventures: the role of entrepreneurial marketing (Doctoral dissertation, Macquarie University).
