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Interpretation of the retail brand: an SME perspective

Mitchell, R.J., Hutchinson, Karise and Bishop, Susan (2011) Interpretation of the retail brand: an SME perspective. International Journal of Retail & Distribution Management, 40 (2). pp. 157-175. [Journal article]

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URL: http://www.emeraldinsight.com/journals.htm?articleid=17014464

DOI: 10.1108/09590551211201883


Purpose – The aim of this paper is to explore the meaning of the term “retail brand” to small- to medium-sized enterprise (SME) owner managers and how this impacts upon brand management practice.Design/methodology/approach – This research utilises a case study approach, which involved 12 SME retailers located in two regions of the UK, combining qualitative interview data with desktop research and documentary evidence.Findings – The findings of this paper confirm that the owner manager is central to the brand management function in SME retail firms. Furthermore, it was found that the retail brand encompasses both symbolic and functional meaning to the owner manager.Research limitations/implications – This research contributes to the retail and SME literature by offering a conceptual framework, which presents the interpretation of the retail brand from abstractive, service and environmental perspectives.Practical implications – It is recommended that SME owner managers set an overall direction for branding across all aspects of the retail business. In doing so, existing retail brand models may be utilised as a tool kit for SME brand managers.Originality/value – The research begins to address a significant empirical lacuna in branding at the SME retail marketing interface. This paper also adds to wider marketing discourse, through the presentation of terminological adaptation within a small retailing situ.

Item Type:Journal article
Faculties and Schools:Ulster Business School > Department of Marketing, Entrepreneurship and Strategy
Ulster Business School > Department of Business and Enterprise
Ulster Business School
Research Institutes and Groups:Business and Management Research Institute
ID Code:27607
Deposited By: Dr Richard Mitchell
Deposited On:30 Oct 2013 16:34
Last Modified:30 Oct 2013 16:34

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