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Retail Brand Management: A Literature Review
dc.contributor.author | Gallart Camahort, Valentín | |
dc.contributor.author | Callarisa Fiol, Luis J. | |
dc.contributor.author | Sanchez Garcia, Javier | |
dc.date.accessioned | 2021-04-14T06:45:05Z | |
dc.date.available | 2021-04-14T06:45:05Z | |
dc.date.issued | 2020-11 | |
dc.identifier.issn | 1095-6298 | |
dc.identifier.issn | 1528-2678 | |
dc.identifier.uri | http://hdl.handle.net/10234/192829 | |
dc.description.abstract | 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. | ca_CA |
dc.format.extent | 8 p. | ca_CA |
dc.language.iso | eng | ca_CA |
dc.publisher | Allied Business Academies | ca_CA |
dc.relation.isPartOf | Academy of Marketing Studies Journal, 2020, vol. 24, no 4 | ca_CA |
dc.rights | © Allied Business Academies | ca_CA |
dc.rights.uri | http://rightsstatements.org/vocab/InC/1.0/ | * |
dc.subject | retailer | ca_CA |
dc.subject | brand management | ca_CA |
dc.subject | brand equity | ca_CA |
dc.subject | brand strategy | ca_CA |
dc.title | Retail Brand Management: A Literature Review | ca_CA |
dc.type | info:eu-repo/semantics/article | ca_CA |
dc.rights.accessRights | info:eu-repo/semantics/openAccess | ca_CA |
dc.relation.publisherVersion | https://www.abacademies.org/articles/retail-brand-management-a-literature-review-9513.html | ca_CA |
dc.type.version | info:eu-repo/semantics/publishedVersion | ca_CA |
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