.... Originality/value The present empirical study makes an original contribution to the literature by increasing the knowledge of branding in the context of both SMEs and software business. Brands Brand management Small to medium‐sized enterprises Computer software Communication technologies...

... of stages, the innovator buying cycle, driven by an internal dynamic. Computer software Consumer behaviour Perceptions Production innovation Product lifecycle Research on the adoption of innovations has extensively examined the adoption of one innovation in isolation from other innovations...