Понимание розничного бренда с позиций малого и среднего бизнеса
Митчелл Р., Хатчинсон К., Бишоп С.

Введение;
Обзор литературы. Что такое бренд?;
Теория брендинга;
Брендинг в розничной торговле;
Брендинг малых и средних предприятий;
Темы исследования;
Методология;
Результаты исследования;
Цель 1: понимание розничного бренда владельцами;
Цель 2: влияние розничного бренда на операционную деятельность;
Обсуждение;
Заключение;

Ключевые слова: малые и средние предприятия, управляющие и владельцы, розничная торговля, брендинг в розничной торговле, бренд-менеджмент, брендинг и маркетинг малых и средних предприятий

Аннотация

В настоящем исследовании авторы впервые обратились к важному эмпирическому вопросу, касающемуся брендинга малых и средних предприятий розничной торговли. Статья иллюстрирует многозначность понятия «бренд», в том числе для предприятий малого и среднего бизнеса в сравнении с более крупными компаниями, и раскрывает, как воспринимают данное понятие владельцы бизнеса, осуществляющие управление предприятием самостоятельно.

Журнал: «Маркетинг розничной торговли» — №2, 2013 (© Издательский дом Гребенников)
Объем в страницах: 17
Кол-во знаков: около 35,754

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Митчелл Ричард

Соискатель степени Ph.D., сотрудник Школы управления сервисом, Университет Брайтона.

Брайтон, Великобритания

Хатчинсон Кэрис

Преподаватель факультета бизнеса, розничных и финансовых услуг Ульстерского университета.

Коулрейн, Великобритания

Бишоп Сьюзен

Маркетолог с 19-летним стажем, основательница Creative Fashion Forum, сотрудница Школы управления сервисом, Университет Брайтона.

Брайтон, Великобритания