“…On the other hand, given that in most cases SMEs are managed and run by their founders, their personality, knowledge, and perception greatly influence their decisions, including those made in marketing (Bretcu, 2014). Such personal decisions affect marketing effectiveness in the organization (Kaszás, Péter, Keller, & Kovács, 2016), as they can lead to a narrow and short-term interpretation (Bodlaj & Rojšek, 2014).…”