Enhancing Access to Debt Financing of Women-Owned Micro and Small Enterprises Through Branding Efforts

Abstract

This chapter examines the role of branding in enhancing access to debt financing for women-owned micro and small enterprises (MSEs), focusing on key branding elements such as logos, slogans, brand stories, colors, and customer experience. Using a quantitative research approach, data was collected from 380 women-owned MSEs in Ghana and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) version 3. The results reveal that branding significantly influences access to debt financing, with branding elements such as logos, slogans, and customer experience contributing positively to the branding of women-owned MSEs. This chapter introduces a novel perspective by demonstrating how branding, traditionally associated with market visibility and customer engagement, also plays a critical role in financial inclusion. By integrating branding theory with financial access frameworks, the chapter highlights that effective branding can significantly enhance access to finance by women-owned businesses.