Retail Brand Management: A Literature Review
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INVESTIGACIONMetadades
Títol
Retail Brand Management: A Literature ReviewData de publicació
2020-11Editor
Allied Business AcademiesISSN
1095-6298; 1528-2678Tipus de document
info:eu-repo/semantics/articleVersió de l'editorial
https://www.abacademies.org/articles/retail-brand-management-a-literature-review ...Versió
info:eu-repo/semantics/publishedVersionParaules clau / Matèries
Resum
This essay intends to provide a review of the existing literature in the field of brand management of the retail trade. Although there are numerous studies on brand management, this cannot be said when talking about ... [+]
This essay intends to provide a review of the existing literature in the field of brand management of the retail trade. Although there are numerous studies on brand management, this cannot be said when talking about retail. Few authors have focused their studies on retail and in particular how it manages the brand of its establishment. While in the case of franchises there is something more in depth, it is not the same when talking about independent retailers. That is why the authors intend to collect the existing literature on the subject with the intention of serving as a starting point for future articles that deepen the management of the retail trademark. [-]
Publicat a
Academy of Marketing Studies Journal, 2020, vol. 24, no 4Drets d'accés
© Allied Business Academies
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info:eu-repo/semantics/openAccess
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info:eu-repo/semantics/openAccess
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