Current Trends in Business Management(CTBM)

Department of Business Management, Tengeru Institute of Community Development, Tanzania

Publications

• Research Article   
  Branding Activities and Meaningful Livelihood Outcomes among Solopreneurs in Tanzania: A Moderation of Contextual Factors
  Author(s): CRN, Charles Raphael* and Grace Elihaki Idinga
  
  Solopreneurs make up a growing share of Tanzania’s enterprise landscape, yet many continue to face fragile and uncertain livelihoods. This study investigates how branding activities contribute to more meaningful livelihood outcomes for solopreneurs, including income stability, client continuity, autonomy, and a sense of dignity in work. Drawing on the Resource-Based View, Signaling Theory, and the Sustainable Livelihoods Framework, the study conceptualises branding not simply as a promotional function but as a strategic capability that helps entrepreneurs build trust and identity in competitive informal markets. Using a cross-sectional survey of 400 solopreneurs across six major cities, the study employed PLS-SEM to test both direct effects and the moderating roles of digital connectivity, regulatory burden, gendered constraints, and market turbulence. The results show that bran.. Read More»
  

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