Retail Brand Management: A Literature Review
Impacto
Scholar |
Otros documentos de la autoría: Gallart Camahort, Valentín; Callarisa Fiol, Luis J.; Sanchez Garcia, Javier
Metadatos
Mostrar el registro completo del ítemcomunitat-uji-handle:10234/9
comunitat-uji-handle2:10234/8645
comunitat-uji-handle3:10234/8646
comunitat-uji-handle4:
INVESTIGACIONMetadatos
Título
Retail Brand Management: A Literature ReviewFecha de publicación
2020-11Editor
Allied Business AcademiesISSN
1095-6298; 1528-2678Tipo de documento
info:eu-repo/semantics/articleVersión de la editorial
https://www.abacademies.org/articles/retail-brand-management-a-literature-review ...Versión
info:eu-repo/semantics/publishedVersionPalabras clave / Materias
Resumen
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. [-]
Publicado en
Academy of Marketing Studies Journal, 2020, vol. 24, no 4Derechos de acceso
© Allied Business Academies
http://rightsstatements.org/vocab/InC/1.0/
info:eu-repo/semantics/openAccess
http://rightsstatements.org/vocab/InC/1.0/
info:eu-repo/semantics/openAccess
Aparece en las colecciones
- EMP_Articles [445]