When we discuss research into retail branding, the natural starting point is the retail product brand – invariably referred to as the “private brand”, the “store brand” or the “retail brand”. Private brands have generated a vast body of research on both sides of the Atlantic over...

In 1973, the French government, in response to considerable pressure from small retailer interest groups, introduced legislation aimed at restricting the future growth of large area retail stores. The "Loi Royer"established a series of departmental planning commissions composed of retailer,...

Purpose - The aim of this paper is to examine the relationship between corporate branding and market driving. This is achieved by focusing on key dimensions of brand identity such as brand values and staff behaviours, while acknowledging the role of vision and organizational culture. The links...

This paper traces the emergence, evolution, and demise of below cost legislation in the grocery industry in the republic of Ireland. The paper adds to our understanding of the legislation by adopting the view that, by using the net invoice price as its definition of cost, the legislation...

IKEA is often cited as an example of a “global” retailer which pursues a similar “standardized” approach in every market. This paper systematically assesses the degree of standardization (and adaptation) of four commonly identified retail marketing mix activities – merchandise,...

Purpose- The paper aims to shed light on the potential of ethnography to provide a dialectical approach to modeling the process of branding as its focus widens from managerial to social.Design/methodology/approach- A critical approach to ethnography is adopted and implemented in light of the...