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Brand management in small and medium-sized (SME) retailers: A future research agenda

Mitchell, Richard, Hutchinson, Karise and Quinn, Barry (2012) Brand management in small and medium-sized (SME) retailers: A future research agenda. Journal of Marketing Management, 29 (11-12). pp. 1367-1393. [Journal article]

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URL: http://www.tandfonline.com/doi/full/10.1080/0267257X.2013.798672#.UmZaYhYkTlI

DOI: 10.1080/0267257X.2013.798672


Recently, an emerging body of literature has advocated the importance of branding to small and medium-sized (SME) retailers. Nonetheless, this discourse has ignored the complexities and idiosyncrasies of retail branding. The aim of this paper is to provide a new theoretical understanding of brand management by SME retailers. In order to achieve this aim, the paper integrates the brand management, SME branding, and retail branding literature, and offers a conceptual framework for SME retail branding. A number of propositions are included that aid understanding of brand management in SME retail organisations. It is anticipated that these propositions will help shape future empirical research in this area. Further in-depth research into the application of branding within the SME retail context would address a significant gap in academic knowledge. In doing so, it would also provide important insights for management practice.

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:27608
Deposited By: Dr Richard Mitchell
Deposited On:30 Oct 2013 16:13
Last Modified:30 Oct 2013 16:13

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